"m-zone Brand Development Research

1. The objective and sense of the researchBrand is a name, phrase, mark, design, or the combination of them. It is used to identify products or service of a seller or a group of sellers, and to distinguish products or services from its rivals. As the most invisible capital of an enterprise, the great value of brand has been proven by many successesSince the product and service of communication industry have little difference among different suppliers, no one could avoid of involving in"price war"as they go into hard competitions. Price war affects the expense and income of an enterprise as well as the loyalty of clients, it also hampers the continuous development in a long term. Having acknowledged problems, sellers tried to find a way out. They have looked for different way of running business as distinguishing from each other in order to achieve long-term goals by satisfying clients better than before.We hereby use China Mobile's"M-Zone"as an example to look into the process of popularizing a brand: prior to the publishing , the seller have done market investigating, psychoanalysis of clients, research of characters of market and specific parts, positioning of the brand, choice of brand name, structure of the brand, publicizing the brand, etc. China Mobile also compares the brand with the same of major rivals, trying to get the mode to work out a brand of individual communication enterprise, and an ordinary working mode for all. China Mobile discovers problems arising from the practice, going deep into the roots, giving suggestions for remedy so as to keep the continuous development of the industry and be more competitive.Brand management is a brand new attempt in communication industry in China. China Mobile gained brilliant scores on market based on their preparations before. Our article is to summarize the management of a brand in communication industry using this example, and carry out some research work on the field of different management.2. Methods & contents of the researchBased on the reference of relative materials about brand management, we use other ways as personnel interview, data analysis and information collection, etc. First, by collecting information, we realize the environment and development of brand management, then, by system analysis, we pay our attention to the psychology analysis of client, choice of target market, positioning of brand, choice of name, structure of brand, and the way of publishing. After all, we look into the entire process of the publishing of this brand, trying to reveal problems, get the reason and find the solution. Main contents by chapters:Foreword---sense of article topic and main methodsChapter one---background of mobile communication market and specific ones, identify the object.Chapter two---choice of specific market, positioning of brand, combination of brands, popularizing of brand, performance in competition, and the birth of"M-Zone"and spreadingChapter three---compare"M-Zone"with the same of major rivalsChapter four---introduction of the basic mode of management of enterprise brand in communication industry, analysis of problems arising from practice, and solution to them.