Dissertation > Excellent graduate degree dissertation topics show

Research on Factors of Telecom Operator Client Brand Relationship Reestablishing

Author: LiuJia
Tutor: LiuLi
School: Nanjing University of Posts and Telecommunications
Course: Business management
Keywords: Telecom Operator Client Brand Brand Relationship Reestablishing Factors Structural Equation Model (SEM)
CLC: F626;F224
Type: Master's thesis
Year: 2012
Downloads: 69
Quote: 0
Read: Download Dissertation

Abstract


As China’s telecom operators enter the era of brand management, the three operators have established their own brand system. And the brand strategy of telecommunications industry has focused on the business brand, client brand and the service brand, not the enterprise brand any more, among which the client brand becomes the key brand strategy. But during the brand management process, there are still some problems. And as the competition of the brand among the telecom operators becomes fierce, more and more people break the relationship with the original operator and change to the other. Besides, when the policy of changing the network operator without changing the phone number begins to take into effect, this phenomenon becomes more serious. For telecom operators, clients are extremely important assets, so reestablishing the brand relationship and regaining the lost clients are of important strategic significance. In the theory of brand relationship, although the brand relationship theory is rich, the brand relationship reestablishing theory is not rich. Besides, it is also innovative to study the brand relationship reestablishing in the area of telecommunications. Besides, this paper uses the brand reestablishing intention instead of the real brand reestablishing behavior and then establishes the telecom operator client brand relationship reestablishing theoretical model.This paper is divided into six chapters. The first chapter describes the background of this study, the purpose and the significance of this research, the contents and technology roadmap of this research, the methods of research and the innovations of this article. The second chapter is the literature review section, which contains two parts. The first part describes the brand theory, namely the definition of the brand and brand theory developing stage, the second part recalls the related brand relationship theory. The third chapter analyses the current status of brand management of telecom operators, introducing the classification of the telecommunications industry and the status of the brand system of the three major telecom operators. Besides, it analyses the status of brand relationship fracture because of the market competition. The fourth chapter sets up six related assumptions according the related theory and the characteristics of telecom industry and then establishes the theoretical model of brand relationship reestablishing of telecom operators. The fifth chapter is the empirical research section. It firstly introduces the specific design and implementation of the questionnaire and the statistical analysis methods in this article. Secondly, it does data analysis based on the data collected by the questionnaire and the reliability and validity analysis to test the rationality of the samples and the questionnaire, and then uses AMOS7.0 software to do structural equation modeling analysis of the telecommunications client brand relationship reestablishing model, and finally analyses the relevant conclusion of the empirical research. The sixth chapter summarizes the conclusions of empirical research and the main contribution of this paper, and then gives some reasonable advice for the telecom operators to implement brand relationship reestablishing. The seventh chapter summarizes the inadequacies of this paper and then proposes the future research prospects.

Related Dissertations

  1. Research and Analysis of Postcholecystectomy Diarrhoea (PCD) in Chronic Calculous Cholecystitis,R657.4
  2. Non- intellectual factors on the Revelation of middle school students in chemistry learning,H319
  3. Non - intellectual Factors in the vocational students in mathematics learning,G633.6
  4. The Studies and Establishment of Ready-mixed Concrete Information-guided Price on the Basis of Risk Analysis,F407.92
  5. A Pilot Study on Return-to-Work Following Occupational Replantation of Amputated Fingers,R658.1
  6. Expression Survey of Key Factors of Canonical Wnt Signalling Pathway in the Human Embryonic Tooth Germ,R78
  7. The True Estimations of China’s Unemployment and the Re-examination of Okun’s Law,F224
  8. Investigation and Research about the Interest of Mathematics among the Rural Junior Middle School Students,G633.6
  9. The Combined Effect of Several Environmental Factor on Fertilization, Hatching and Juvenile Growth of Nile Tilapia,S917.4
  10. A Case Study of Cooperative Learning’s Influence on the Affect of English Learning Difficulty Students in Junior Middle School,G633.41
  11. Study on Mental Health and It’s Impact Factors of International Students in China,B849
  12. Research on the Regional Difference and Influence Factors of China’s Carbon Emissions,X502
  13. Research on Baiyun District Junior High School Students Learning Burnout External Influencing Factors and Its Counseling Strategies,B844.2
  14. Analysis on Floating Population’s Hukou Transfer Intention and Its Influencing Factors,C924.2
  15. The Direction of Our Football Situation Graduate Thesis and Development Strategies,G843
  16. State cigarette sales forecast Influencing Factors,F224
  17. A Study of Bridging Education Based on the Problem Solving,G633.7
  18. The Research of Influence Factors of Class Management in Secondary Vocational School,G712.4
  19. Spatial Analysis and Pollution Evaluation about Water Environment Actuality of Rural Surface Water in Typical Regions of Jiangsu Province,S271
  20. The Empirical Research of the Important Factors of the Financial Risks of Chinese A-share Construction Enterprises Market,F426.92
  21. Analysis of Attributes of Quality and Soil Factors on Style of Fen-flavor Flue-cured Tobacco in Qujing District,S572

CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
© 2012 www.DissertationTopic.Net  Mobile