The Case Research Of Branding Of "Easy Own" Of Dandong Mobile

Ever since the recombination of telecommunications industry in 2001, Chinese telecommunicating service market has built up a new structure that changed from the form of monopolization of one primitive company to the state of compensation that dominated by several managing companies and anticipated by some minor and new competitors. The national open policy, together with the rapid development of technology and the new requirements coming from the customers, has resulted in the state of heated competition in Chinese telecommunications industry, just as what has happened in the domestic appliance industry. As the competition becomes much fiercer and the common strategies gradually lost their utility, the brand strategy becomes the last choice for every managing company to break through the heated encirclement. The subdivision of brand, such as Go Tone, Mobile Zone and Easy Own, is exactly the action that China Mobile has taken to reply to the opponents and catered for the growing unique requirements coming from every individual customer. Easy Own is the primary brand for price competition. It is not only the main platform on which China Mobile can attract more new customers, but the basis for it to keep the leadership in Chinese mobile market.Based on the theories on market subdivision strategy and brand strategy, the author analyzes the problems in the brand construction of Easy Own and its market in this paper, and also puts forward the solving proposal. There are totally four components in this paper. The first part is introduction, in which the author mentioned the brand construction of Easy Own in Dandong Mobile and its marketing problems. The second component is the main body of the case, and the author introduces the target marketN products utility and the brand strategy of Easy Own and also proposes the problems Dandong Easy Own has encountered in the current situation. Part Three is case analysis. The author introduces the background of the case, analyzes the concrete marketing strategies on Easy Own brand by using the relative theoretical knowledge about them. Part Four is the conclusion.The author makes a summary according to the case analysis that Dandong Mobile has to implement the strategies in accordance with China Mobile and promote the unified image of Easy Own in nationwide. The advantage of the large number of customers should be accounted for and the brand awareness should also be strengthened. "Underlining the idea of freedom, cheapness and convenience; sticking to service the common customers" is the pursuit of Easy Own. What' s more, the author also advised to go on strengthening the network advantage of Easy Own and make full use of the brand and customers to retain the current market ration in urban areas, as well as explore the suburb markets. There is also a need to promote the relative sales on the service and the widespread of basic data business; to explore customers' in-depth value; to raise the statistics of ARPU and the net profits. The author believes that the case analysis will be very applicable for Dandong Mobile both to formulate its marketing strategies and enlarge its market ration.