浅谈中国移动品牌战略及策略

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1、浅谈中国移动品牌战略及策略 摘要经过近几年中国电信业连续的分割重组，中国移动通信集团已经成为实力最为雄厚、移动通信业务收入市场占有率居首位的运营商。伴随着全球移动通信需求的飞速增长和移动通信技术的日新月异，中国移动也加快了自身发展的步伐，一方面不断创新业务、服务；另一方面不遗余力地吸引、留住用户，积累客户资本，打造品牌竞争能力，因此针对移动通信市场的品牌研究显得越来越重要。目前，中国移动建立了具有国际知名度的品牌形象，其品牌战略与策略的实施、收效对谋求走向世界的中国企业是一个启示。中国移动取得这一成就在于对品牌的重要性的清晰认识，在此基

2、础上从实际出发，创立了具有中国特色的品牌。中国移动这一具有“中国特色”的品牌对于中国企业的品牌建设具有很大的借鉴意义。该课题从中国移动的品牌战略与策略两方面深入剖析，讲述中国移动靠品牌成功的必然性，并结合当前的国内电信业形式，对中国移动未来3G面临的挑战与对策做出阐述。 关键词：电信；移动；3G DiscussingthebrandstrategyandplanofchinamobileAuthor:TianZhengTutor:WangZhaojieAbstractmaintenancemeasures,thereisabigsecu

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4、readybecamethestrengthtobethemostabundant，intheserviceincomemarketbythemobilecommunicationsharesoccupiesthefirstplaceoperationbusiness.Wasfollowingthewholeworldmobilecommunicationdemandwithrapidgrowthandmobilecommunicationtechnologychangingwitheachnewdays，TheChinaMobilea

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6、rtantly.Atpresent，TheChinaMobilehasestablishedimagebytheinternationalwell-knownnessbrand，itsbrandstrategyandthestrategyimplementation，theresulttosoughtmovetowardstheworldChineseEnterpriseareanenlightenment.Chinamovesobtainsthisachievementtolieintothebrandimportantclearun

7、derstanding，embarkedinthisfoundationfromthereality，establisheshadtheChinesecharacteristicbrand.Chinamovesthishas“theChinesecharacteristic”thebrandregardingtheChineseEnterprise'sbrandconstructiontohavetheverybigmodelsignificance.Thistopicthebrandstrategyandthestrategytwoa

8、spectswhichmovesfromChinaanalyzesthoroughly，narratesChinatomovedependsontheinevitabilitywhichthebrandsu