Research On Brand Marketing Strategy Of Telling Communication Jilin Branch

With the mobile communications industry into the 4G era, with the Internet technology as the core of the smart phone market has increasingly become the mainstream market for mobile communications industry competition and consumer choice. Industry revitalization of the smart phone market also led to the development of the overall industrial structure. In the past, the channel is the king of the mobile phone industry is also quietly changing the structure of the earth shaking changes. It is under such a historical background to establish and grow up and become currently the only communication channels in China Listed Companies in the telling Telecom Co., Ltd.. Set up the largest set of distribution, retail and after-sales service for various communications products distribution network, the formation of the Corporation, branch companies, offices, marketing services area and retail stores is the core of the five level organization construction. Jilin branch is telling Telecom in the areas of Jilin Province, a wholly owned subsidiary, responsible for and management of Jilin Province, brand building and mobile communication equipment related to the promotion and marketing business. The brand marketing strategy of this study in telling Telecom Jilin branch as the research topic, research telling Telecom Jilin branch in the transformation of the brand, brand marketing strategy under the background of the integration of channels, in order to clear their own brand marketing development present situation, find out oneself in the brand management of the bottleneck, and clear the development environment found existing problems, put forward the corresponding strategies of brand management, in order to enhance the effectiveness of current brand management, in order to enhance Jilin branch in the market of Jilin Province brand reputation, market position and share.Firstly, this paper analyzes the background and significance of the research, and based on the literature review, the theoretical basis of this study is clear. Then beginning with the current situation of brand marketing, clearly telling Telecom Jilin branch in the brand management facing prominent problems, such as: terminal awareness is low, operators and producers compression living space, external slow development of industry market, brand building investment serious shortage, the brand marketing team ability is weak, and so on.Secondly, from the macro environment and micro environment analysis of telling Telecom Jilin branch in the face of political, economic, social and technological environment are analyzed, and from the micro perspective, clear the location and condition of the role of government, producers, operators, and competitors in the industry chain, clear their own development environment. At last, as the basis of SWOT analysis. Through the strengths, weaknesses, opportunities and threats analysis to help telling Telecom Jilin branch to sort out the brand marketing strategy analysis of ideas.Again, through the STP analysis method, demonstrates the telling Telecom brand positioning is the provider of a second tier cities of the mobile communication products distributors and end users of mobile communication products. And around the location, from the brand management to improve and enhance the brand equity, brand image promotion and brand innovation promote four level telling Telecom Jilin branch specific brand marketing strategy is proposed, in order to have a better telling Telecom brand management role in promoting.Finally, in order to ensure the smooth implementation of the strategy of brand marketing, this study proposed to improve the management of attention, for the establishment of a market as the core brand marketing organizational structure and building a professional brand marketing executive team three security measures.The contribution of this study is to help telling Telecom Jilin Branch Company in the form of growing slow find enhance the path of enterprise assets, of telling Telecom brand practice has good role in promoting.