ZGYD Wireless Music Club Brand Positioning And Communication Strategy Research

Along with the arrival of 3G,ring tone as prelude of the development of wireless music market has made a hit, the mode"mobile phone+music"is getting more and more popular and mobile phone has become an important channel to access to music. With the rising of customers'acceptance for CRBT,IVR and internet music, the demand for wireless music is growing sharply and the market size of wireless music is also enlarging. Thus the telecom operators need to adjust their products by utilizing the existing resources and broadening their thinking on the products to develop value-added services and get new profit generators. The birth of ZGYD Wireless Music Club is the mark of ZGYD's strategic transformation in this background. Established in 2006, ZGYD Wireless Music Club has been offering its customers with rich music products and services by integrating its music services and resources and its vendible membership to operate its music services at scale.The present thesis makes an attempt to carry on the demonstrative research on the brand positioning, design and communications of ZGYD Wireless Music Club on the basis of brand establishing theory by applying knowledge about brand management, marketing and service marketing management ect. The thesis is organized as follows: Chapter one offers a brief introduction about the background of this paper .Chapter two gives a brief explanation to the concerning definitions of brand and the brand establishing theory. Chapter three applies knowledge about brand positioning to position ZGYD Wireless Music Club. First, it analyzes ZGYD Wireless Music Club through the method of 3C analysis. Then it positions the product according to STP positioning flow. Finally, it concludes the core value of the brand to lay a foundation for brand design and brand communications. Chapter four designs the brand identification system on the basis of brand positioning. Chapter five makes the brand communications strategies centering on the core value of the brand. Chapter six proposes the marketing inspirations from the research. Chapter seven winds up this thesis.Based on theories, the present thesis analyzes and investigates its subjects fully combining its subjects'characteristics .It includes two aspects: on one hand, though wireless music club brand has been established by ZGYD, no overall analysis on its constructive process has been made. The present thesis forms a perfect and systematic model for wireless music chub brand establishment through overall and in-depth studies on the implemented brand establishing work integrated with brand establishment theories. On the other hand, the present thesis proposes the optimization proposals for wireless music club brand establishing model which can be reference to the promotion of the following similar brands. Since no previous theoretical study and empirical test has been made on this topic, the present study might shed some light on the brand establishing work of the following similar ZGYD brands.