| China Telecommunications'competition has become the emergency of new situations, through the original of the Duopoly has been the situation of triparite confrontation during the China Telecommunications'recombination has been completed and the three pieces of license plates of 3G have been getting around.China Telecommunications Corporation takes"Internet mobile telephone"as the"SURFING"brand, China United Telecommunications makes use of its more advanced 3G to make the"WO"brand that caused a strong impact on the brand of China Mobile Communications Corporation,"GOTONE"brand frontage are diluted to the brand that China moves. But the brand is important intangible assets of enterprise, however the key factor is a brand image to drive this extended assets right away. Brand images'change has important effect to brand assets. Whether"GOTONE"can continue whose original brand image and keep the first high-end brand advantage, the question is be worth exploring.GOTONE customer as the core customer of China moves,it has a big significance for a China moves and has already competition under new environment of competition, the main body of a book is hoped by checking the research that the"GOTONE"for mobile communication brand changes in the lead .So it can be for the purpose of keeping and improving the"GOTONE"for mobile communications'competition.Foreign and domestic scholars in the reference literature, the right brand image and found little empirical research, particularly in the telecommunications industry and other service industries less intangible product research, this study predecessors related research based on empirical studies attempt to explore the " GOTONE " brand image elements, and through analysis as well as between the various elements of the various elements of the " GOTONE " brand image influences, and the combination of telecom reorganization "GOTONE" brand image analysis of changes in the constituent elements of to study the "GOTONE" brand overall image of the changes and the impact on China Mobile.In order to find impact " GOTONE " brand image of the key factors and put forward the "Global Link" brand image of the Promotion Strategy.This study through the preparation of a " GOTONE " brand image of the questionnaire, and business users in Jilin sample survey, using SPSS 15.0 and AMOS 7.0 statistical analysis software to conduct a questionnaire survey of the data analysis and processing. In the data analysis process, mainly in the following statistical methods: Descriptive statistical analysis, reliability analysis, validity analysis, correlation analysis and regression analysis.The results showed that:(1)To retain the actual measurement scale option 24 questions, excluding a lower factor loading items 9, through factor analysis of the " GOTONE " brand image of the concept of the theoretical assumption has been verified, analysis found that " GOTONE " brand The composition of the image: includes operating the Office of the image, marketing, image, network and service image and other three factors. A questionnaire of three factors were higher than 0.8, indicating the questionnaire has good reliability. By three factors constitute the options for the regression analysis found that:"The staff, service is more satisfactory" and "the staff more efficient," the image of a greater impact on the business hall."Constantly introducing new attractive packages" and "targeted" on marketing the image of a greater impact."Signals a clear, good quality" and "reliable communications quality" image of the network and services, the impact is relatively large.(2)Through regression analysis found that marketing the image of the " GOTONE " brand image have a significant impact, while the business hall image, network and service image of the brand image of the impact are not significant. In the business hall image, service and network image has been a very good case, the impact of the determinants of brand image is the image of marketing.(3)" GOTONE " brand image of a relatively high degree of overall satisfaction, business hall image, marketing, image, image evaluation of services and networks. " GOTONE " was significantly higher than non- GOTONE customers, in gender, education and so on with satisfaction there was no significant difference in degree.(4)the use of regression analysis showed that customer satisfaction and brand image into a positive correlation, that is, the better the brand image, customer satisfaction higher, including marketing, customer satisfaction with the image of the significant impact of business hall image, network and service image of the customer satisfaction no significant effect.(5)Telecom restructuring, due to changes in the competitive environment and the country macroeconomic environment, the adjustment of the image in the business hall, marketing image, the image of three aspects of network and services, competitors, the impact on China Mobile launched the " GOTONE " brand image under attack and dilution.(6)The article concludes with a " GOTONE " to enhance the brand image of the strategy; In this study, the essential elements of the brand image of the comparative aspects of innovative, more in line with the brand image of the characteristics of telecom companies. And through the " GOTONE " brand image in the Jilin area of investigation and analysis of the results to enhance the brand image of the Office of the image from the business, marketing image, the image of the network and service aspects of the rational exploration. These studies for Enterprises to build and enhance their brand image has a certain significance as reference.Due to the time and personal capacity reasons, this paper, there are still significant limitations and shortcomings.(1) The samples in this study the amount of less than normal. It should expand the scope and number of samples collected(2) As used in home-made questionnaire, there are still a lot of incomplete and imperfect place, the next step needs further improvement.(3) For the questionnaire, some variables involved in the analysis is not thorough.(4) To make a few simple proposition for Brand Promotion Strategy, but also further deepened. |
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