M-Zone brand communication strategy
|School||Nanjing University of Technology and Engineering|
|Keywords||China Mobile M-Zone Brand positioning Brand Equity Brand communication|
In recent years , the restructuring of telecommunications , 3G license issuance means that China 's mobile communication market structure occurred a new round of changes in the individual market share of China Mobile is facing a strong challenge to China Unicom , China Telecom unprecedented . Enterprise competition to some extent that is brand competition , the continued branding advantage is bound to China Mobile and has long been an important strategic task . M-Zone as the first personal mobile communication segments for young people launched brand , after eight years , the brand development faces challenges from both the demand side and the supply and demand of surface changes in the demands of the customers themselves and external similar brand the shocks are driven M-Zone brand positioning needs further clarity , integrated brand communication means to further enhance the brand value . This thesis expounded the domestic and international brand experts , scholars brand propagation and positioning and other related theories of research achievements , M-Zone brand development status quo carried the elaborate and comprehensive use of the SWOT analysis model , marketing a combination of theory such as the M-Zone brand development problems diagnostic analysis , pointed out that the demand side and the supply and demand of the M-Zone brand face specific challenges face content . Secondly, the use of the the STP marketing mix theory , reference to domestic and foreign operators of mobile communications brand successful experience , combined with the development status of the M-Zone brand , and propose solutions to those problems and countermeasures . The paper through the five sections elaborate : the first part of the introduction of the significance of the topic of this paper , the research background , to explicitly research methods and basic ideas of this article ; dissemination of research literature theory and perspectives of the second part of a review of the brand at home and abroad ; the third part describes the status of the M-Zone brand communication ; part IV highlighted the M-Zone brand changes facing problems and causes ; fifth part of the elaborate and refine the full - text results from two studies , one aspects of brand positioning , communication strategy , on the other hand is the communication strategy of the brand equity , summed up the view of the M-Zone brand communication strategy research .