Research On Brand Innovation Of Chinese Mobile Communication Enterprise

After around 20-year (from 1997 to 2004) development, Chinese mobile communication has achieved a significantly result. Total scribers are 268.693 million and popularization rate is 20.92 scribers per one hundred persons, which is more than the stationary scribers. The mobile technology also has been developed from 1G analog communication to 2G GSM communication. And it is well prepared to welcome 3G mobile communication to roll out. As a result of the development and maturation of the mobile communication market, the competition in the mobile communication market is getting more and more toughly. The simple and low-level price competition has restricted the development of operators of mobile communication. With an intention to maintain competition advantage, operators of mobile communication have lunched a higher-level competition—brand competition. However, the brand competition will be supported by innovation of brand.In this article, under the guidance of theory and policy of brand innovation and studying in a way of using theory in the practice, I try to summarize the commons of brand innovation of China Mobile and China Unicom. I also try to analyze their disadvantages. Meanwhile, I try to give my suggestions for their brand innovations.