Reconstruction And Application About Brand Equity Assessment Model Of Telecom Operators

Since the brand equity was introduced into marketing area, it has been wildly concerned inacademia and business circles, and it has been wildly used in the practice, now brand is animportant part of enterprises competitiveness. The popularity of cell phone and the arrival of theera of3G make the relationship between the mobile telecom industry and our daily life moreclosely. In addition, with the restructuring of telecom industry in2008, a new competition patternis gradually formed. In this process, brand construction plays an important role. However,throughout the study of brand equity at home and abroad, the most is standing on the angle ofmacroscopic view and trying to give or construct a method which can be used in different industryand circumstances, moreover the telecom industry is unique in the competition pattern and mainproducts, all these make it necessary to reconstruct the brand equity assessment model of telecomenterprises.The researches of brand equity are generally carried out from three different angles, namelythe financial angle, the market angle and the customer angle. Generally speaking, only when thebrand gets the recognition of customers can the brand brings benefit to the enterprise. Here choosesthe perspective of consumer and based on the loyalty factor method as the original model, combinewith the characteristics of telecom operator, then change certain parts of the formula, make it moresuitable for the brand equity evaluation of telecom operator. In this process, the change of loyaltyfactor is the most important part. This thesis builds the customer loyalty evaluation index systemfrom the perspective of customer, enterprise marketing and competitive level, uses experts gradingmethod and analytic hierarchy process to get the weight of every index, then combine it to the datewhich comes from the questionnaire survey, and finally ascertain the customer loyalty. This studyis an important exploration in the area of brand equity assessment. On this basis, take the exampleof China Mobile, use the new model to calculate the brand equity.