Strategic Research On Development Of GoTone Brand Of Chongqing Mobile Communication Corporation

Currently, China Mobile Communication Group's network scale and customer scale has been ranked first in the world, but the telecom industry increasingly intense competition makes China Mobile Communication Group moment to feel the pressure of competitors, such as China Unicom which is taking a large-scale construction of CDMA network, China Netcom and China Telecom which is popularizing "PHS". But in recent years, industry vicious price competition, the number of ARPU becomes reducing, the rate of customer loyalty becomes more and more difficult to promote, and so on, which enables the mode of competition of the communication market is from products to brand.In this paper, based on the concept of brand, the role of brand,, the content of brand, it analyzes something with consumer psychology, marketing and strategic management theory. Firstly, it analyzes China's telecommunications industry development status and future development trends, and China Mobile and China Unicom brand structure. Based on this analysis, it formulizes the necessary to build brand for China Mobile. Secondly, this paper analyzes the telecommunications market environment in Chongqing, Chongqing respectively from the geographical cultural, political and economic, and cultural aspects of the analysis, and then the basic situation of Chongqing Telecom operators was introduced. The paper analyzes the inflecting factor of GoTone Brand, such as Competitors, price and so on. Then, with the status of Chongqing Mobile , the article analysis the development of Go Tone, such as Go Tone brand-users and business analysis, Go Tone brand on the strategic analysis, and so on. On the basis of this proposed, the existing problems of GoTone brand were introduced, such as global brand-user development and positioning errors, brand awareness and inadequate service differentiation, brand building company KPI indicators reflected inadequate, yet professional brand management institutions. Finally, the paper presents GoTone brand-development strategies and recommendations, such as the creation of brand management organizations to utilize GoTone-brand resources; subdividing GoTone brand-users and adjust brand connotation; Continuous improvement of brand marketing strategy; Innovation service concept, embodied brand differentiation; establishment human resources policies to mach the brand development; Strengthening and competitors competing strategies, and so on.With the advent of 3G era, China Telecom and China Netcom are likely to develop the 3G mobile business through utilizing network and broadband portfolio marketing resources. Therefore, the future of telecommunications competition in the market will become even fiercer, China Mobile in the highly competitive environment of the survival and development, the implementation of brand strategy is extremely important.