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呼和浩特移动是内蒙古移动的龙头企业,目前已经突破每月收入一个亿的收入目标。呼和浩特移动的用户数量、业务收入和净利润,均占据内蒙古移动的领先地位,呼和浩特移动的市场占有率已经达到71%左右,集团市场份额将近75%左右。在呼和浩特280万移动用户数中,纳入集团管理的用户数预计只有56万,仅占到20%左右。面对联通、电信的市场竞争压力,若想持续保持通信行业的领先地位,就必须巩固集团市场,重点发展集团信息化等粘性业务,通过粘性业务捆绑和拓展移动用户。在此基础上,我们提出“动力100”集团信息化品牌推广计划,拟通过集团品牌研究,以点带面,促进集团信息化产品的推广。
本文先从适用的品牌概念入手,将品牌定义、忠诚度、品牌竞争力做了简要概述,之后分析了“动力100”品牌发展的市场环境,针对市场环境面临的优势、劣势、机会、挑战,提炼出品牌价值、细分市场以及品牌推广方面的三大问题,最后通过创建品牌资产、塑造品牌价值、以及与联通、电信竞争的品牌优势三个方面提出推广“动力100”品牌的有效方法,为“动力100”品牌未来发展之路做了深入的分析并提出了相应的品牌推广计划。

关键词:动力100,品牌,移动,联通,电信
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Mobile is the Inner Mongolia Hohhot mobile leading enterprises, currently has a breakthrough monthly income target. Hohhot mobile number of users, business income and net profit, all occupy a leading position in the Inner Mongolia mobile, Hohhot mobile market share has reached about 71%, the market share nearly 75% about group. 2.8 million mobile subscribers in Hohhot, into the group management of subscribers is expected to only 560000, only 20% or so. Face unicom, telecom market competition pressure, if want to maintain communication industry leading position, it must consolidate group market, emphasizing on the development of informationization of business group viscosity, through the sticky business and the development of mobile users bound. Based on this, we put forward "power 100" group information brand promotion plan, proposed by the brand research group, point to an area, promote the product promotion information group.
This paper first from the brand concept is, will the brand loyalty, brand competitiveness definition, a brief overview, after analysis of the "power 100" brand development market environment, market environment for facing the strengths, weaknesses, opportunities and challenges, to point out the brand value, segments of the market and brand promotion of the three aspects, and finally, by creating the brand assets, shape brand value, as well as with unicom, telecom competitive brand advantages three proposed to promote a "power 100" brand of effective methods for "power 100" brand future development way to do a thorough analysis and put forward the corresponding brand promotion plan.

Keywords: power 100, brand, move, unicom, telecom
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第1个回答  2011-10-25
Hohhot mobile Inner Mongolia mobile is a leading enterprises, has been broken through at present monthly income one billion revenue goals. Hohhot mobile user number, business income and net profit of Inner Mongolia mobile, occupy a leading position, Hohhot mobile market share has reached about 71%, the market share of nearly 75% group. In 2800000 the number of mobile users in Hohhot, into the group management of the number of users is expected to only 560000, accounted for about 20%. The face of China Unicom, telecom market competition pressure, to keep the communication industry leading position, we must consolidate the group market, focus on the development of group information such as sticky business, through viscous service bundle and expansion of mobile user. On this basis, we put forward the " power 100" group informatization brand promotion plan, proposed by the group brand research, fan out from point to area, promote the informatization of group of product promotion.
This article first from the application of the brand concept, brand loyalty, brand competitiveness is defined, a brief overview, after analysis of the" power 100" brand development of the market environment, the market environment faced with advantages and disadvantages, opportunities, challenges, to extract the brand value, market segmentation and brand promotion to the three major problems, finally, through the creation of brand equity, brand value, and China Unicom, telecommunications competition brand three aspects proposes the promotion of" power 100" brand of effective methods, to" power 100" brand the road to the future development of doing an in-depth analysis and put forward the corresponding brand promotion plan.
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第2个回答  2011-10-31
Looked from China's actual situation that, about the Central Bank independent question, as early as starts in 1980s intermediate stage People's Bank of China to exercise the Central Bank function officially.1990s first half issue, drafts, in the consideration process in "Chinese people Banking law", the Chinese academic circles once has had two big discussions.In the summary all previous high inflation experience lesson foundation, passes through 1980s intermediate stages and the 90's intermediate stage two reforms, at present People's Bank of China had in the independent execution monetary policy aspect compared with the planned economy time progressed greatly, also has obtained the tangible effect, this will display prominently in the 90's intermediate stages later to the inflation effective government in. At the same time, we also must see, as a result of all sorts of reasons, at present China's Central Bank in independent execution monetary policy aspect, although local authority's direct intervention was ceased basically, but intervenes indirectly still exists (for example through saves borders on bankrupt local financial organ to strive for from People's Bank loans again); And, the central authorities department still will also have (for example the department concerned regarding Central Bank's in disguised form intervention in to process bank not good property and debt transfers shares of stock in process each kind of intervention all finally to cause increase which the Central Bank will again loan).Not only but in the monetary policy decision-making aspect, the Central Bank (says accurately must be Central Bank's monetary policy committee) the independence which lacks should have, also lacks in the operation is standard and is transparent.So long as the Central Bank lacks the enough independence, so long as all levels of government each form intervention still exists, the pursue currency currency value stable and the macroscopic economic environment stable goal with difficulty achieved, its result inevitably either is withstands the high inflation the pressure, either faces the deflation the threat.Will in particular join WTO and the national economy fast development along with China, the foreign government sooner or later can exert each pressure to the Chinese government, the request Renminbi artificial revaluation, but will be supposed to one of effective means will be the enhancement Central Bank's independence and the monetary policy decision-making scientific nature and the standardization.
1980s intermediate stages, as a result of the Japanese economy fast development, the developed country pass “the square agreement” the collaboration to exert pressure to Japan, force a Japanese Government artificial impetus Japanese Yen revaluation.Because at that time Bank of Japan lacked the independence which should have, Japanese Government not any maneuver leeway.Therefore, was in Japanese Government (Okura Sho) under positive governing Bank of Japan to implement the Japanese Yen revaluation policy.After Japanese Yen large scale revaluation, Bank of Japan can not but adopt measures and so on relaxation money market to meet to “Yuan Gao is not booming” (causes export because of a Japanese Yen revaluation to be blocked initiation economic depression), finally breeds “the bubble economy” the evil consequence, leaves a legacy of evil until now.Perhaps this also was precisely Japan positively advances the Central Bank to reform, to strengthen an its independent in recent years latent reason.
The taking this into consideration, the urgent matter should further strengthen the Central Bank the independence.At the same time, change Central Bank president appoints and dismisses the procedure, at present the Central Bank for is responsible for the State Council responsible subordination relations change for National People's Congress or National People's Congress Finance and economics Committee; On the other hand, should “the consultation discuss official business the organization” the monetary policy committee from at present the promotion is “the policy-making organ”, the monetary policy decision-making procedure standardization, the scientific style, and strengthens suitably its transparency. For can maintain the China monetary policy and the money market stability in this transformation, may select the evolution method to advance, namely adjusts the monetary policy committee gradually the member constitutes the proportion, the initial period represents by the government primarily, treats representative who conditions are ripe later gradually will reduce the government aspect again proportion, will increase the market aspect correspondingly representative proportion.Does this, not only is advantageous to the realization currency value stable monetary policy goal, for economical development creation good macroscopic economic environment, moreover may resist the external pressure for the Chinese government to create the bigger maneuver space.■
南京新雨恒网络,全国网络营销、炒作最好的公司!参于经典炒作,芙蓉姐姐、小月月、凤姐等网络红人0j①3
第3个回答  2011-11-01
Looked from China's actual situation that, about the Central Bank independent question, as early as starts in 1980s intermediate stage People's Bank of China to exercise the Central Bank function officially.1990s first half issue, drafts, in the consideration process in "Chinese people Banking law", the Chinese academic circles once has had two big discussions.In the summary all previous high inflation experience lesson foundation, passes through 1980s intermediate stages and the 90's intermediate stage two reforms, at present People's Bank of China had in the independent execution monetary policy aspect compared with the planned economy time progressed greatly, also has obtained the tangible effect, this will display prominently in the 90's intermediate stages later to the inflation effective government in. At the same time, we also must see, as a result of all sorts of reasons, at present China's Central Bank in independent execution monetary policy aspect, although local authority's direct intervention was ceased basically, but intervenes indirectly still exists (for example through saves borders on bankrupt local financial organ to strive for from People's Bank loans again); And, the central authorities department still will also have (for example the department concerned regarding Central Bank's in disguised form intervention in to process bank not good property and debt transfers shares of stock in process each kind of intervention all finally to cause increase which the Central Bank will again loan).Not only but in the monetary policy decision-making aspect, the Central Bank (says accurately must be Central Bank's monetary policy committee) the independence which lacks should have, also lacks in the operation is standard and is transparent.So long as the Central Bank lacks the enough independence, so long as all levels of government each form intervention still exists, the pursue currency currency value stable and the macroscopic economic environment stable goal with difficulty achieved, its result inevitably either is withstands the high inflation the pressure, either faces the deflation the threat.Will in particular join WTO and the national economy fast development along with China, the foreign government sooner or later can exert each pressure to the Chinese government, the request Renminbi artificial revaluation, but will be supposed to one of effective means will be the enhancement Central Bank's independence and the monetary policy decision-making scientific nature and the standardization.
1980s intermediate stages, as a result of the Japanese economy fast development, the developed country pass “the square agreement” the collaboration to exert pressure to Japan, force a Japanese Government artificial impetus Japanese Yen revaluation.Because at that time Bank of Japan lacked the independence which should have, Japanese Government not any maneuver leeway.Therefore, was in Japanese Government (Okura Sho) under positive governing Bank of Japan to implement the Japanese Yen revaluation policy.After Japanese Yen large scale revaluation, Bank of Japan can not but adopt measures and so on relaxation money market to meet to “Yuan Gao is not booming” (causes export because of a Japanese Yen revaluation to be blocked initiation economic depression), finally breeds “the bubble economy” the evil consequence, leaves a legacy of evil until now.Perhaps this also was precisely Japan positively advances the Central Bank to reform, to strengthen an its independent in recent years latent reason.
The taking this into consideration, the urgent matter should further strengthen the Central Bank the independence.At the same time, change Central Bank president appoints and dismisses the procedure, at present the Central Bank for is responsible for the State Council responsible subordination relations change for National People's Congress or National People's Congress Finance and economics Committee; On the other hand, should “the consultation discuss official business the organization” the monetary policy committee from at present the promotion is “the policy-making organ”, the monetary policy decision-making procedure standardization, the scientific style, and strengthens suitably its transparency. For can maintain the China monetary policy and the money market stability in this transformation, may select the evolution method to advance, namely adjusts the monetary policy committee gradually the member constitutes the proportion, the initial period represents by the government primarily, treats representative who conditions are ripe later gradually will reduce the government aspect again proportion, will increase the market aspect correspondingly representative proportion.Does this, not only is advantageous to the realization currency value stable monetary policy goal, for economical development creation good macroscopic economic environment, moreover may resist the external pressure for the Chinese government to create the bigger maneuver space.■
南京新雨恒网络,全国网络营销、炒作最好的公司!参于经典炒作,芙蓉姐姐、小月月、凤姐等网络红人7d↑4
第4个回答  2011-10-21
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