| 2008China communication industry reshuffle restructuring, integration of the three carriers after China mobile, China unicom, China telecom, realize the whole business. China telecom in December22,2008formally issued a "physical" brand as the only business of mobile business.On December4,2013, ministry of industry and information technology issued three TDD-LTE4g system by China Mobile, China Telecom, China Unicom. On June27,2014, the ministry formally to the two operators China telecom and China unicom in released the FDD-LTE4g LTE formats. So far the country’s communications industry in the development of4G era.After nearly six years of development the "physical" brand in the market competitiveness, this paper takes the central province of provincial capital of hefei as a case, through the first material from the enterprise internal and stratified random sampling survey, from the influence the spread of brand competitiveness of product force, force and treatment satisfaction, service satisfaction four factors on the "physical" brand competitiveness in hefei area to conduct a comprehensive in-depth analysis.In the face of the arrival of the era of4g, hefei telecom how to enhance the "physical" brand competitiveness to meet the increasingly competitive industry environment. This article first through the SWOT analysis of hefei telecom brand "physical" current strengths, weaknesses, opportunities and threats, through a comprehensive understanding of the "physical" brand and "physical" brand competitiveness in hefei area promotion strategy。First is the "physical" brand system, strengthening the construction of network coverage, the pricing standard of second, perfect the billing system, change the traditional package design has been used to the new user requirements. Again to shape the customer brand personality, adjusting the ratio of the mass media advertising strategies, aggravating the event marketing, experience marketing, public relations, and personal reputation and network marketing mode of transmission. Finally improve the "physical" brand service channels, strengthen the service concept, improve the quality of service personnel. In this paper, the "physical" brand competitiveness promotion strategy of hefei telecom company, is a comprehensive analysis of the specific operating conditions and related theory results."Physical" brand for hefei telecom management has important practical guiding significance. |
