Research On Construction And Marketing Strategy Of Campus "M-Zone" Brand

In2003March, China Mobile launched the mobile communications marketinghistory’s first customer segmentation brand--"M-Zone" officially listed."M-Zone"brand is aimed at young people aged15-25years China Mobile launched a fashionbrand, after eleven years of growth, its marketing model has become mature."M-Zone"as China telecom industry the first successful customer brand launched the ChinaMobile, walk in the forefront of telecommunication operators. In the new pattern ofcommunication market, the restructuring of the telecommunications,3G and4Glaunched a strong, Internet communication services such as new product demand, themarket competition is becoming increasingly fierce."M-Zone" brand development facesnew challenges, how to brand marketing will be based on the entire business operationmodel to deal with, is the mobile development issues can not be ignored.This paper is divided into five chapters, the first part is the introduction, introducesthe background and the marketing situation of "M-Zone" brand. And then study itsbackground and significance, content and way of thinking. The second chapter is thesummary of the theory, explained in detail the concept and significance of brandpositioning, and then explains the concept and significance of marketing, finally, toanalyze the "M-Zone" brand strategy and marketing strategy. The third chapter is themain body, to do a detailed analysis of the status of "M-Zone" brand competitionenvironment and marketing strategy, expounds the present existence of "M-Zone" brandproblems and solutions. The fourth chapter is the marketing strategy design andplanning, at this stage of operation of "M-Zone" brand design a feasible idea. The fifthchapter is the conclusion.Through the analysis of the case, found that "M-Zone" brand in the newenvironment, corresponding to the defects, put forward the corresponding strategies. Inthe key period of communication market in a situation of tripartite confrontation,campus marketing competition intensified, the "M-Zone" brand creation based on theidea, for many new products into the market background, established a marketing planrelated. Finally, the "M-Zone" brand marketing strategy evaluation and conclusion and the prospect and suggestions for its future development.