The Research Into China-Mobile Branding Management

With the rapid development of economy & technology and globalization of economy, the competition in the market of ICT (Information and Communication Technology ) becomes more and more dramatic nowdays. The focus of competition has transferred to the competition of enterprise brand from the prprice, technology and services. Enterprise brand stand for the whole image of a enterprise and a famous enterprise brand can bring honesty customer and grear profit to enterprise. Therefore, how to construct a good brand of enterprise becomes the strategic choice of a corporation. As the leader of ICT service suppliers, China-Mobile plays an important role in the ICT service market of China and how to set a well-known brand-name is a critical factor for the company in the long run.In the thesis, the author gives a simple review in the past and a brief prospect in the future on the market of ICT service in China and analysis the China Mobile brand sta.quo, opportunities and challenges before China Mobile; depicts the frame of brand of China-Mobile carefully and anlyses the problem which lies in the frame and management of band in China-Mobile. What's more, some ideas on the improvement of brand have been brought out and some advises on the integration of 'Go Tone' brand which can be taken as a project have been given especially. At last, the author gives a sum-up on the thesis and gets some conclusion on the construction and diffusion of enterprise brand and customer service brand.