Research On The Services Brand Culture Of Mobile Communications Operators

Due to the result of mobile communication technology accelerated, from analog technology to 2G and to 3G , some brands withdraw from the market,lossing of technical superiority in the competition. On the other hand, in the increasingly fierce market competition, net work technology, services quality and price will being getting to the situation of no difference, especially in the 3G era. To enhance customer brand loyalty and a sense of belonging in the whole business situation, building a brand culture for its heritage transmission and not being copied, as mobile services company establish the core value of brand competition , is of great importance.In this paper, through the oretical and empirical research: first, to draw out from the the brand culture of family factors, business factors, personality factors and economic factors forming the four dimensions. Second, put forward by the four dimensions of mobile communication culture to build brand and enhance brand loyalty and a sense of belonging; brand competitiveness and ability to resist risks. Third, based on the four dimensions of brand culture, the establishment of a culture to adapt to the brand new model of service marketing - marketing cluster. Fourth, the research showing, brand culture is the core of brand competitiveness.