Analysis Of Present Situation And Improvement Strategy Of Panjin Mobile"GSM" Brand Construction

The importance of the brand construction is recognized by more and more people along with our country’s market economy system’s perfection. As the largest global market capitalisation, the brand value of China mobile communications Co., ltd. in2008had promoted in the world’s top10even in the world brand laboratory. But as China mobile marques of "global" brand for China mobile maintains and expansion of the great responsibility of high value customer, and how to building successful "global" brand has becomed the subject of China mobile cannot ignored.With the Ministry of industry and information releasing three3G licences, China telecom was granted with the operation of the business qualification of mobile communication. Increasingly fierce competition in China mobile communications group led by China telecom operators generally can pay more attention to the brand construction, unavoidable task by introducing the brand spokesperson, add differentiated services means, enhance the brand value. But at the same time, the brand construction of China telecom operators still exist some urgent problems needed to solve, for example:①"global" brand customer base material seriously deficient.②characterization and differential service means less.③nets, incentive enough brand loyalty is not high.④overall brand rates remains high, etc.Based on the "global mobile merchant" brand strategy analysis and research of three problems:the first is the need to "global" move merchant company brand construction situation analysis, the second is to give "global" move merchant company brand construction improvement project, the third is a merchant "global" mobile improvement measures to guarantee the brand construction. Based on it, the study of the process followed through the theory to practice. This research significance lies in understanding:on the one hand, the analysis of "global" to move merchant brand is not high, to study the problem, so as to effectively improve move merchant "global" brand influence, puts forward the reasonable and effective methods and measures for solving, exist widely in China telecom operators to provide reference of problem. On the other hand, through the study of this subject, learn some haven’t contact with the theory of knowledge, broaden the scope of knowledge, and improve you apply theory to practice problems.This paper completed the following several aspects of the research work:(1) Combined with brand concepts and features of the implementation of the brand construction are discussed, and the main methods and implementation of brand construction elements of the development of the enterprise.(2) Through the analysis of "global" move merchant brand construction, and puts forward the problems existing in the implementation of "global mobile merchant" brand construction industry and environmental analysis, brand strategy, marketing strategy analysis, channel strategy analysis and product strategy analysis.(3) On the merchant’s "global" mobile company brand construction on the basis of the analysis of the merchant,"global" mobile company brand construction, including the improvement measures and the specific design, etc.(4) According to the actual situation of mobile merchant given company "global" brand construction improvement measures to guarantee.In this paper, the paper summarizes the last major research results and conclusions, the main contribution of research and limitations and problems which need to be studied further.