Study On China TieTong's Brand Strategy

With the coming of information era, the telecom sector is facing unprecedented opportunities and challenges. On the one hand, the telecom industry will prosper and boom due to its massive and expanding market scale; on the other hand, it will also experience increasingly intense competition. With all these factors taken into consideration, telecom operators have reached a consensus that only by adopting a brand strategy can they enhance their market shares and margins, and obtain a sustainable development and long-term growth in the highly competed market.China Mobile is a pioneer in terms of brand strategy implementation among its domestic peers. M-zone, is launched to avoid price competition with China Unicom. China Mobile's implementation of brand portfolio strategy not only drives the competition in the mobile market into one that is characterized by brand differentiation, but also plays an important role in ending the price competition for the whole telecom industry. By now all the players on this market have realized that their brands matter most. Brand competition has been an important vehicle for carriers to fight against others.Being one of the six fundamental carriers, China TieTong has accumulated some experience in brand building from its seven-year operation, and is gradually transforming its early days' price competition to brand portfolio competition.This article will focus on how to choose a brand strategy for China TieTong. It will discuss the significance of brand building, the brand strategies adopted by carriers home and abroad, and try to find out the rule and trend of branding development of carriers by studying brand portfolio strategies of some global telecom firms. Then it will proceed to discuss the gap between China TieTong and its global counterparts in terms of brand building, define a brand strategy orientation for China TieTong based on its marketing and operation strategy, and in the end give some analysis and suggestion on China TieTong's promotion of its brand strategy and China TieTong's brand administration.