| 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 telecom 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 same 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 intention 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 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 the 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 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 Jiangsu 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 two essential factors of brand well-knownness and brand reputation, the Jiangsu Telecom is better than JiangsuNetwork 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 the 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 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 essential 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 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 building the human resources strategy with full of power. |
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