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The 3G era China Mobile Brand Strategy Research

Author: LinZiYu
Tutor: ChenZuo
School: University of Electronic Science and Technology
Course: Business Administration
Keywords: CMCC Branding Strategy Brand value
CLC: F626
Type: Master's thesis
Year: 2011
Downloads: 188
Quote: 0
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Abstract


Brand competitiveness is one of the most important key competitiveness, and also the very important activity for the telecom operators. It directly affects customers’acknowledge on the product and enterprise, so it also affects the development of the business events.As granting the 3G license and telecom industry restructuring, the three telecom operators are in a new development environment that new business using 3G technology would be the main competition. Granting the 3G license gives expression to the nation’s strategy that 3G will push China’s independent innovation and industry upgrade. If only our own R&D 3G standard---TD-SCDMA At the same time 3G will upgrade our telecom industry and rise the relevant industries. It is our key distribution for stimulating domestic demand and achieving long-term competitiveness of information industry. So studying relevant problems of 3G is the key to ensure successful operation of 3G and national strategy realizing.Compared with 2G, 3G business has a great change. How to keep the brand superiority and promote the growth of new business and revenue is an important proposition to CMCC, which has already set up a mature brand system. Besides, CMCC has to face two direct competitors while TD-SCDMA has pros and cons. It is an urgent problem to be solved that how to build market competitive advantages with brand, making use of the time difference of 3G network and playing a positive influence on the first brand.This paper starts form 3G relevant factors of CMCC and researches its brand competitiveness. 3G brand competitors of CMCC here can be described as 2G cell phones and 3G business of China Telecom and China Unicom. Then this paper compares the brands of three telecom operators, makes SWOT analysis of CMCC and proposes the idea of keeping advantages of 2G and gets enhanced in 3G competitiveness. The suggestions put forward in this paper of brands strategic developments of CMCC will do a great favor in solving the competitiveness enhancement problems while CMCC is under the circumstances of 3G and full service operations.In a certain extent, there should be more quantitative analyses. The following research can propose more specific competition strategies for CMCC by combining with quantitative analysis and appropriate model building.

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