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The Analysis about Mobile Telecom Service Brand Marketing in China Unicom

Author: JiaJia
Tutor: WangXingYuan
School: Shandong University
Course: Business Administration
Keywords: China Unicom mobile telecom service brand marketing analysis
CLC: F626.12
Type: Master's thesis
Year: 2009
Downloads: 226
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Abstract

With the mature of telecom market and the increasing competitiveness among the three major telecom companies empowered with mobile service, how to further cultivate current market and to effectively explore potential market have become the primary concern for the trio after reshuffling. Brand marketing of telecom products is an effective way for customer identification and market segmentation. It is obviously necessary for China Unicom to launch brand marketing under such circumstance, but how to conduct such strategy and to achieve the establishment of successful brand are what need to be seriously addressed.This dissertation focuses on the brand marketing efforts of mobile service in China Unicom X Branch (X Unicom), with which the author works. Based on data aggregation, classification, literature review, and the real picture of X Unicom, this study provides detailed analysis on the brand marketing of mobile service in China Unicom, and scrutinizes its brand classification and design as well as current status and effectiveness of brand specific marketing. The conclusion is: Telecom restructuring affect the brand design of China Unicom witch focus on the C network. After the C network gone, brands base on the G network do not have the distinctive brand personality; With 3G services on-line, a series of "wo" propaganda of China Unicom makes the mobile communications business brands and products of China Unicom have become more blurred. The brand marketing of China Unicom is not optimistic.Mobile communication business brand marketing should be based on the user perception of degree of tariff and communications needs, followed by user groups around the brand launched a series of channels for promotion and after-sales service work, use of targeted channels to reach customers, relying on targeted after-sales service to maintain the network users, and through this series has been continuously excavated from the corresponding user group profit growth to ensure the sound development of the brand. Through research, we give China Unicom following recommendations:1, with the competition in the telecommunications services market, It is the first choice that sub-brand marketing in the telecommunications services market, especially mobile communication market. Operators should fully aware of the strategic significance of brand marketing for enhancing the business competitiveness.2, Brand marketing is not only a symbol and logo of a different, but also has its corresponding content and performance. Brand marketing is the key to an effective differentiation among products; each brand should have its corresponding marketing strategies and sales and service system.3, Brand marketing and product development should be combined. Respect and leveraging the enterprise culture that formation of pre-market operators. Go on perfecting and upgrading them, so that the brand image of the three-dimensional, visualization.

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