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1、 IV摘 要 随着政府不断地推进电信改革，电信行业经过了几次拆分整合，基本上形成了多元化的市场竞争格局，电信市场上各种业务都已经打破垄断局面，竞争给了消费者更多的选择机会，但是同时也给运营商带来了经营压力。为了提高业务内的市场份额，增加自身的竞争力，电信运营商们越来越认识到做好企业品牌对于企业生存和发展的重要性。 文章的第一部分首先谈到了这篇文章的写作意义和思路， 第二部分则对品牌强度、电信品牌发展状况以及企业核心竞争力的文献进行了系统的阐述，第三部分在分析前人对于品牌评价模型的基础上， 构建了一个关于电信企业品牌强度评价模型，第四部分是全文的重点部分，我们利用所构建的评价模型，通过对江苏电信
2、和江苏网通各要素的比较， 分析了江苏网通在各个要素上的优劣势和努力方向，最后一部分我们还对江苏网通的品牌发展战略提出了自己的建议，并且指明了未来这个课题可能的研究方向。 通过本文的研究，我们得出如下结论：从品牌强度要素的综合作用结果看，江苏网通的品牌强度（0.698）低于江苏电信的品牌强度（0.930） 。从品牌强度的各项要素指标看，目前江苏网通的市场占有率远远低于江苏电信，市场份额只能占到江苏电信的 3%不到；从品牌趋势力上看，江苏网通则略高于江苏电信；而在资产周转率上两者几乎没有差别；在品牌知名度和美誉度两个要素上，江苏网通都稍逊于江苏电信，但是差距并不大；而在品牌研发力这个要素上，虽然江
3、苏网通的研发投入远远低于江苏电信，但是从相对投入数比较看，结论却截然相反；江苏网通作为刚进入江苏市场才几年的电信运营商，在人力资源管理上有一定的后发优势，现阶段员工素质要高于江苏电信；从市场服务水平上来看，江苏网通和江苏电信也是相差不多。 在本文的研究中，笔者拓宽了品牌强度的理论研究视角，对电信企业中影响品牌强度的相关要素进行了重新筛选和排序， 同时用数理中的层次分析法让模型中各要素所赋予的权重有了理论来源， 采用实证的方法将此模型应用于江苏电信和江苏网通这两家电信企业，给电信企业未来的品牌研究提供了一个新途径。最后笔者还就江苏网通以后的品牌发展提出了建议： 江苏网通应该集中优势资源加快建立多
4、元化的融资渠道和服务网络，强化执行力，利用自己优势的人力资源建设高效的营销策略，加快市场拓展。 关键词：品牌 品牌强度 电信企业 品牌强度评价模型 VABSTRACT Along with the continuing telecom reform advanced by the government, the telecom industry has separated and conformed several times, and now it has formed the multiplex market competition pattern basically, in the te
5、lecom market, the monopoly situation with each kind of telecom service has been already broken and the competition in telecom market come to existence. Although the competition presented the consumers more opportunity to choose, the telecom operation have in face of the management pressure at the sa
6、me time. In order to enhance the market share and increase their own competence, the telecom operation have realized the importance of managing the enterprise brand for their enterprise to survival and the development day after day. In first part, we talks about the writing significance and the inte
7、ntion of this paper. In the second part,we make a system elaboration for literature of the brand strength,the condition of telecom brand development and the enterprise core competence.In the third part， based on study of the predecessor regarding in the brand strength appraisal model foundation, we
8、have constructed a new telecom enterprise brand strength appraisal model.The fourth part is the most important part of this paper, we use the appraisal model which construct in the third part to compare the essential factors between Jiangsu Telecom and Jiangsu Network Communication,then we analyse t
9、he superior and inferiority factor in the each essential of Jiangsu Net Communication and the direction they should try to do. In the last part,we give our suggestion for the brand developmental strategy of Jiangsu Net Communication and we also indicate the future possible research direction of this
10、 topic. With the research of this paper, we have the following conclusion. From the mixed consequence of the factors of brand strength, it caused the brand strength of Jiangsu Network Communication valued 0.698 which is lower than the Jiangsu Telecom valued 0.930.At present the market share of the J
11、iangsu Network Communication is lower than the Jiangsu Telecom, it can only occupy less than 3% to the Jiangsu Telecom.Judging from the brand trend,the Jiangsu Network Communication is a little higher than the Jiangsu telecommunication.In assets turnover rate,they nearly do not a difference. In the
12、two essential factors of brand well-knownness and brand reputation, the Jiangsu Telecom is better than Jiangsu VINetwork Communication , but the disparity is little. But in the essential factor of brand research and development,the investment of the Jiangsu Network Communication is far lower than th
13、e Jiangsu Telecom,but if compares from the relative investment , the conclusion is actually opposite.As the telecom operation who take into the market of Jiangsu only several years，Jiangsu Network Communication has the certain superiority in the human resources management, and it is higher than the
14、Jiangsu Telecom in the present staff quality. Looked from the service level of market, Jiangsu Network Communication is just the same as Jiangsu Telecom. In this article research, author has opened up the theory research angle of view of the brand strength , and screened and sorted the related essen
15、tial factors which affected the brand strength of the telecom enterprise, simultaneously we use the analytic hierarchy process to let the weight of each essential factors which we give in the model have the theory origin, Through this attempt,we use the method of demonstration to apply this model in
16、 Jiangsu Telecom and Jiangsu Network Communication to compare the brand strength of each essential factor and the whole strength,and it has provided a new way to the future brand research of the telecom enterprise. Author also has given some suggestion for the development of Jiangsu Network Communication:Including establishing the multipling channel of financing, executing market development policy following the time, constructing the highly independent effective marketing strategy and buildin
