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Gansu Unicom to Enhance Competitiveness of Corporate Brand

Author: XuQuanSheng
Tutor: CuiMing
School: Lanzhou University
Course: Business Administration
Keywords: Gansu Unicom Brand Competitiveness Services Marketing Brand Management
CLC: F626
Type: Master's thesis
Year: 2011
Downloads: 17
Quote: 0
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Abstract


Competition is the essential feature of market economy. Market competition through price competition, quality competition and the service competition, has made the transition to a stage of brand competition. In today’s society, consumption of tangible product itself is no longer the main objectives pursued by consumers, and in the process of consumption for spiritual pursuit is in grow with each passing day, brand more and more get the attention of consumer. Product and brand between mutual connection, promote each other. Between the enterprise " brand" replaced" quality and price", become the key means to win market competition.China’s telecom industry restructuring and the aggravate that the market competes directly led to the telecommunications business competition from product itself to other additional benefits. Then, as an additional benefit of the core components of the" brand" will become the telecommunication enterprises in fierce competition between the main weapon.This study will be based on internal and external perspective on corporate brand competitiveness through research, comprehensive system analysis using a variety of disciplines, the brand by building more complete theory of competitive analysis system to analyze the mechanism of competitive brands, brand building competence evaluation methods and, ultimately, to build brand competitiveness based on the evaluation method, the system proposed increase brand competitiveness Gansu Unicom ways and means. For the study of the issue will help to improve the competitiveness of Gansu Unicom’s brand, promote and facilitate regional economic development in China.

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CLC: > Economic > Posts and Telecommunications economic > Telecommunications > Telecommunications business organization and management
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