Analysis Of China Mobile Brand Strategy Based On Location Theory

In recent years, positioning theory has been a highly respected marketing and branding theory. Practice has proved that positioning theory is indeed a strong guiding role. In today’s market with both competition and cooperation, I believe that brand strategy wining consumer loyalty is wise. The purpose of this paper is to study the orientation angle from China Mobile’s brand strategy.The main method is to take a comprehensive study of the literature and case analysis. Results of the study are from the positioning perspective, presents weaknesses and deficiencies t of China Mobile’s both original brand and new brand strategy, and also I believe that China Mobile needs to pay attention to and strengthen in new brand construction. If the results of these studies and analysis of China Mobile can give some guidance, I think the purpose of the paper is reached. In future research in this direction, I will be more rigorous to do in-depth analysis from both qualitative and quantitative aspects, to make the results more convincing research and guidance.