Research on Factors of Telecom Operator Client Brand Relationship Reestablishing
|School||Nanjing University of Posts and Telecommunications|
|Keywords||Telecom Operator Client Brand Brand Relationship Reestablishing Factors Structural Equation Model (SEM)|
As China’s telecom operators enter the era of brand management, the three operators have established their own brand system. And the brand strategy of telecommunications industry has focused on the business brand, client brand and the service brand, not the enterprise brand any more, among which the client brand becomes the key brand strategy. But during the brand management process, there are still some problems. And as the competition of the brand among the telecom operators becomes fierce, more and more people break the relationship with the original operator and change to the other. Besides, when the policy of changing the network operator without changing the phone number begins to take into effect, this phenomenon becomes more serious. For telecom operators, clients are extremely important assets, so reestablishing the brand relationship and regaining the lost clients are of important strategic significance. In the theory of brand relationship, although the brand relationship theory is rich, the brand relationship reestablishing theory is not rich. Besides, it is also innovative to study the brand relationship reestablishing in the area of telecommunications. Besides, this paper uses the brand reestablishing intention instead of the real brand reestablishing behavior and then establishes the telecom operator client brand relationship reestablishing theoretical model.This paper is divided into six chapters. The first chapter describes the background of this study, the purpose and the significance of this research, the contents and technology roadmap of this research, the methods of research and the innovations of this article. The second chapter is the literature review section, which contains two parts. The first part describes the brand theory, namely the definition of the brand and brand theory developing stage, the second part recalls the related brand relationship theory. The third chapter analyses the current status of brand management of telecom operators, introducing the classification of the telecommunications industry and the status of the brand system of the three major telecom operators. Besides, it analyses the status of brand relationship fracture because of the market competition. The fourth chapter sets up six related assumptions according the related theory and the characteristics of telecom industry and then establishes the theoretical model of brand relationship reestablishing of telecom operators. The fifth chapter is the empirical research section. It firstly introduces the specific design and implementation of the questionnaire and the statistical analysis methods in this article. Secondly, it does data analysis based on the data collected by the questionnaire and the reliability and validity analysis to test the rationality of the samples and the questionnaire, and then uses AMOS7.0 software to do structural equation modeling analysis of the telecommunications client brand relationship reestablishing model, and finally analyses the relevant conclusion of the empirical research. The sixth chapter summarizes the conclusions of empirical research and the main contribution of this paper, and then gives some reasonable advice for the telecom operators to implement brand relationship reestablishing. The seventh chapter summarizes the inadequacies of this paper and then proposes the future research prospects.