Brand Development Strategy Of China Mobile After The Reorganization

Strategy of Brand, as a kind of immaterial assets, is the groundwork of carrier's commercial stratagem. In spite of the areas you are involved, most of the front-runners have a strong brand resource. China mobile, constructing the first skeleton of customer brand of all the telecommunicate carriers, has, in the first place, entered a new era of brand management. Based on the current situation of China Mobile's brand construction, we try to use sale strategy and management knowledge (SWOT analysis and PEST analysis adopted) to investigate the brand strategy for China Mobile in current environment under the background of 3G and reforming of telecommunication industry. Meanwhile, we make some pilot study of the future development for China Mobile's brand strategy and bring forward advices according to the already existing problems. In order to become worldwide top-ranking corporations and get ready for the global competition, China Mobile should be established in keeping building and developing company's brand and overall operation's competition to build a fully covered customer brands so that to enhance the meaning of customer brands by investigating service and operation brand.