The Case Research Of "M-zone" Of DLMCC

With the deepening and development of socialist market economy, the structure of our country's telecommunication business has changed from original monopoly to strong competitions. Making well-known brand is one of the important ways of enterprises of occupying and defending the market. "M—Zone" is a fashionable brand to the young of 15-25, which was promoted by China Mobile Communication Corporation (China Mobile for short). It is also the first "real" brand in the history of Chinese telecommunication industry. In order to make M-Zone "the Young people's Communication Autonomous Region" and to show fashionable, amusing and exploring characteristics of M-Zone, China Mobile began with marketing business and uses proper marketing means to the brand forming.The text is made up of four parts. The first part is introduction. It mentioned the problems of brand forming and marketing of M—Zone that Dalian Mobile communication corporation (DLMCC for short) faced in July, 2005. The second part is cases. It detailedly discussed the goal market, the product characters, the brand strategies and the competing conditions of M-Zone. It also referred the carrying out conditions of M-Zone in Dalian and the problems it faces nowadays. The third part is analysis. It introduced the background of cases, and used the proper theoretical knowledge to explain the market-subdividing strategy and brand strategy of DLMCC and the material marketing strategy of making the brand M-Zone. The fourth part is conclusion.Through the analysis of the case, I think that DLMCC should start with the marketing, using products, images, prices, channels, promotion, and services to support the M-Zone brand. It should innovate continually to stimulate the young's seeking of characteristics, style, fashion, curiosities, and fun. And it also can strengthen the Brand and characters of M-zone. It should take marketing means in difference to attract and retain the customers and then realizes a good developing circulation. The correlative businesses also can use for reference to make the brands of the young by the researching of the M-Zone cases.