摘要
品牌逐渐成为企业综合人文文化的象征之一，更多企业已经清楚明白需要建立自
己的品牌。而对于工业企业来讲，原来依靠技术优势的工业产品市场竞争力正逐渐减
弱。国际营销大师米尔顿·科特勒说，市场中工业产品的产品质量越来越高时，工业
企业更应把握品牌能够带来的 30%以上的利润，而不要单单紧抓 10%-15%的加工费。

企业应该运用品牌吸引客户，获得更大的利润空间，把握更多的市场机会，最终处于
市场不败之地。以此抵御竞争危机的不断升级，工业企业产品品牌竞争势必成为产品
市场竞争的核心之一。因此，企业要在恶劣残酷的市场中生存经营下去，就要十分重
视品牌建设，并将实施品牌战略作为一种重要的生存竞争手段。

本文运用品牌战略理论、品牌理论，研究 RFS 企业在整个通讯行业中的品牌策
略。笔者首先通过对移动行业现状及 RFS 企业品牌发展现状开展研究分析，发现 RFS
企业在品牌发展过程中存在的问题。其次，利用战略分析理论（SWOT）对 RFS 企业
的品牌竞争力进行分析评价，找到对品牌竞争力影响较大的因素和 RFS 企业存在问
题和影响因素，指出为了制定符合 RFS 企业的品牌战略，应该首先从整体规划的角
度来制定企业品牌战略，然后进行品牌定位战略、品牌文化建设、品牌传播和品牌维
护等相关品牌战略。最后，为了保证 RFS 品牌策略的顺利实施，提供相应的保障措
施及方案。希望通过本文，能够对通信制造企业(RFS 企业)一些改善建议和意见。

关键词：移动通讯企业；品牌策略；品牌竞争力III
Abstract
Brand as one of the symbol of the enterprise comprehensive humanities culture, more
enterprises have clearly understand the need to establish their own brand. As for the
industrial enterprises, the original competitive advantage of industrial products rely on
technological superiority is gradually weakened. International Marketing Master Milton
Kotler said, the quality of the products and industrial products in the market is higher, the
industrial enterprises should grasp the above brand can bring 30% of the profits, and not
only on the processing fee of 10%-15%. Enterprises should use the brand to attract
customers, get more profit space, grasp more market opportunities, and finally in the
market invincible. In order to resist the escalation of the crisis, the brand competition of
industrial enterprises is bound to be the core of the market competition. Therefore, if the
enterprise wants to survive in the harsh market, it is necessary to attach great importance to
brand building, and the implementation of brand strategy as an important means of survival
and competition.
In this paper, brand strategy theory, brand theory, RFS companies in the
communications industry, the brand strategy. First of all, through the analysis of the
current situation of the mobile industry and the development of the RFS brand, the author
finds out the problems in the process of brand development of RFS enterprises. Secondly,
using the theory of strategic analysis (SWOT) analysis and evaluation of brand
competitiveness of RFS enterprises, to find the factors that affect the competitiveness of
the brand and RFS business problems and impact factors, and points out that in order to
develop in line with the RFS company&39;s brand strategy, we should first of all from the
perspective of overall planning to develop corporate brand strategy, brand positioning and
strategy and the construction of brand culture, brand communication and brand
maintenance and other related brand strategy. Finally, in order to ensure the smooth
implementation of the RFS brand strategy, provide the corresponding protection measures
and solutions. I hope that through this article, we can put forward some suggestions to
improve the communication manufacturing enterprises.
KeyWords: Mobile Communication Enterprise; Brand Strategy; Brand Competitiveness目录
致谢.....I
摘要...II
Abstract........ III
第 1 章 绪论..1
1.1 研究背景.......1
1.2 研究内容.......1
1.3 国内外研究现状评述...........2
1.4 研究方法与创新之处...........5
1.4.1 研究方法5
1.4.2 本文创新点.........6
第 2 章 RFS 公司品牌战略相关理论..........7
2.1 品牌...7
2.2 品牌战略相关理论...9
2.2.1 品牌战略定义....9
2.2.2 品牌战略的基本内容....9
2.2.3 品牌战略的相关理论..11
2.3 品牌战略管理工具.12
2.4 小结.15
第 3 章 RFS 公司品牌战略现状分析........16
3.1 RFS 公司简介..........16
3.2 RFS 公司外部环境因素分析..........17
3.2.1 RFS 公司宏观环境分析...........17
3.2.2 行业环境分析..18
3.3 RFS 公司内部资源优势与劣势......21
3.4 RFS 在中国市场的品牌发展问题分析......23
3.5 小结.25第 4 章 RFS 公司中国市场的品牌战略构建........27
4.1 品牌化决策：打造强势品牌.........27
4.2 品牌模式选择：建立多样化的品牌传播渠道......