立项背景业务及服务品牌是公司形象和市场竞争力的重要体现。目前,中国电信的业务宣传存在较多问题,如面向客户的服务品牌少、品牌宣传缺乏计划性和整体性、品牌架构不清晰、品牌管理职责不清、流程不畅、缺乏宣传效果评价体系等。为此,中国电信集团公司决定聘请国际咨询公司实 Project Background Business and service brand is an important manifestation of the company’s image and market competitiveness. At present, there are many problems in the business promotion of China Telecom, such as fewer service brands for customers, lack of planning and integrity of brand promotion, unclear brand structure, unclear brand management responsibilities, poor flow and lack of publicity evaluation system . To this end, China Telecom Group decided to hire an international consulting firm