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自中国3G牌照发放以来,运营商品牌意识不断增强,逐步开始了在3G市场的品牌布局。尤其是2012年,移动通信市场的品牌传播尤为热闹。两个新生的用户品牌沃派和飞Young争奇斗艳,给移动通信市场的品牌传播增添了一抹亮色,也使得移动通信市场竞争空前激烈。在这种情况下,2012年三大运营商在品牌传播思路上有哪些调整?品牌传播效果如何?本文就这两个问题进行全面的回顾与分析。
Since the issuance of 3G licenses in China, the carrier brand awareness has been continuously enhanced and the brand layout in the 3G market has been gradually started. Especially in 2012, the brand communication in the mobile communication market is particularly lively. The two newborn users, Wal-Mart and Young, contend with fierce fame and add a touch of bright color to the brand communication in the mobile communications market, making the mobile communications market more competitive. In this case, what are the adjustments of the three major carriers in terms of brand communication in 2012 and the effect of brand communication? In this paper, a comprehensive review and analysis of these two issues is carried out.