品牌是企业经营的定向罗盘。品牌战略管理可以使企业明确方向,掌握竞争成功之道,确立市场优势地位,并告诉企业向何处去,怎样去,如何提高竞争力,如何战胜对手,并有效地达到目标,真正创建品牌的竞争优势,获得稳健持续的发展。目前,国内通信市场三足鼎立,通信市场竞争激烈,塑造品牌优势正日益被通信运营商重视。笔者试从品牌塑造的角度出发,对通信企业实施品牌战略做一些粗浅的研究。 Brand is a business-oriented compass. Brand strategy management can make the enterprise clear direction, master the competition success, establish the dominant position in the market, and tell the company where to go, how to go, how to improve the competitiveness, how to defeat the opponent, and effectively achieve the goal of truly brand building Competitive advantage, access to steady and sustained development. At present, the domestic communications market is tripartite confrontation and the communications market is fiercely competitive. The shaping of brand advantages is increasingly being emphasized by communications operators. The author try to build from the brand point of view, the implementation of brand communications companies to do some superficial research.