Research Of China Telecom Operator Mobile Business Customer Brand Image

At present, there are three operators with nationwide network of resources, full-service management ability and strong competitiveness in China's telecommunications market. China's telecom enterprises will face more intense competitive environment. The personal mobile business will become the main battlefield of the future competitiveness. Under such circumstances , in order to improve market share, enhance its competitiveness, operators must recognize the importance of brand image building and accurate assessment of the status quo of brand image, so as to formulate a correct strategy for brand development, and strive to shape their own unique brand image in order to seize the initiative in the competition.In this background, and to Fan Xiu Cheng Brand Image Measurement Model for the foundation, this paper identify the internal factors of mobile business customer brand image through market research and communication with experts and scholars. Through the Analytic Hierarchy Process(AHP) to determine the priority factor weights of various dimensions, this paper compose mobile business customer brand image measurement model. The mobile business customer brand image model should include four dimensions and 27 items measure. In four dimensions, the human dimension of the brand image occupy the greatest priority weights, more than 50%. Measure 27 items measure, the consumer self-image reflected the priority of accounting for the largest weight, more than 20%; followed by love and passion as well as the brand personality factors, the proportion of more than 10%; other factors reflect the proportion of no more than 10 percent. Some factors has very small extent of the impact: Product value-added, the stability of services , consumer experience , market share, enterprise channel coverage, corporate social responsibility, corporate awareness ads, corporate R & D innovation and the quality of enterprise employees, and their priority weights account less than 1%.This study applied the model to the two major brands of young customer-M-Zone brand and UP Xinshili brand. At first this paper designed questionnaire in accordance with the Model and collected a large number of samples data. Then this paper use Excel and SPSS statistical software for statistical analysis of data so as to get the two brand's brand image and their dimensions' scores. Whether to the whole or to the various dimensions, M-Zone brand are superior to UP Xinshili. By an independent analysis of the two brands, as well as comparative analysis, this article pointed out the respective strengths and weaknesses of these two brands in the brand image, and proposed specific brand image improvement.Finally the article summarized and analyzed the limitations of this study and future research direction.