基于客户价值的企业品牌营销策略研究——以中国移动“动感地带”和“全球通”为例.doc

题 目: 基于客户价值的企业品牌营销策略研究 —以中国移动“动感地带”和“全球通”为例 院系名称： 专业班级： 学生姓名： 学 号： 指导老师： 职 称：  摘 要 企业的发展离不开品牌,成功的品牌是企业持续发展的推动力。在国际竞争激烈的今天，我国企业如何在经济全球化的背景下开展品牌营销显得尤为重要。对企业而言，客户是一种有价值的资源。基于客户价值角度实施品牌营销策略,制定合理的品牌营销策划,是我国企业走出去,取得国际竞争地位的迫切要求。 本文通过对中国移动“动感地带”和“全球通”两大品牌的介绍和分析，针对其品牌营销中存在的问题，基于客户价值，并结合移动通信市场特点对客户进行了细分，在此基础上，研究不同类型客户的特点及对中国移动的品牌营销的影响，提出了针对不同类型客户应采取不同的品牌营销策略。 通过本文的研究，得到以下主要结论：企业品牌营销策略的实施与改进需要充分考虑到客户的需求，通过更经济、更有效的方法提供更有价值的产品和服务，增大客户价值，进而提升企业的客户资源，使企业赢得竞争优势。 关键词：客户价值 品牌营销策略 客户细分 品牌差异 Title Customer value-based corporate brand marketing strategy ? - To China Mobile, M-Zone and Global as an example Abstract Brand can not be separated from the development of enterprises, the success of the brand is the driving force of sustainable development. In the international competition today, how Chinas enterprises in the context of economic globalization under the brand marketing also seems particularly important. For enterprises, the customer is a valuable resource. The perspective of customer value based on the implementation of brand marketing strategy, brand marketing to develop a reasonable plan, going out of Chinas enterprises, and achieved the status of international competition an urgent requirement. Based on the China Mobile M-Zone and GSM brand, introduced the two and analysis of brand marketing for its problems, based on customer value, combined with the characteristics of the mobile communications market had broken down on the customer, in this Based on the study of the characteristics of different types of customers and the brand of China Mobile marketing effects for different types of customers should be taken to a different brand marketing strategy. Through the study of this article, the following major conclusions: brand marketing strategy to improve the implementation and the need to fully take into account the needs of customers through a more