| Now, the market general layout of the service industry of mobile communication of our country is duopoly (China Mobile and China Unicom), but along with government 3 G brands the grant that shines, China Telecom and China Netcom, the telecommunications operator of strength can enter the market of mobile communication, competition will be more intense. Trademark competition ability is the expression of a national comprehensive strength. "China Mobile" will subsist in intense competitive environment to develop, implementing trademark strategy look very important. Each big operator wins customer for wining in cut-throat competition and being seeking the method that discrepancy melts.The communication of China Mobile Have arisen following characteristic: User maintains steady increase, annual absolute increment begins to tend to postpone; Mobile communication just mixes together step by step for fixing the replacing increasingly obvious, two markets of communication, is unifinication market;The sale of telephone traffic is made It is more rapid that MOU shows the tendency of fast rising, since comprehensive capital cost decreases speed, ARPU value is still slow to drop; Take in to increase steadily, move the income proportion raising of new business, it is good to develop impetus; Midwest development is more rapid, but increased center is still in east; This paper worths under above background from the industrial present situation of China Mobile and development tendency, the important position of analyzing trademark construction in telecommunications operation and it, and points out to implement the meaning of trademark strategy; From "China Mobile", implement the analysis of trademark strategic background to start with , point out the present existent problem in trademark construction of" China Mobile ", find out "China Mobile" to implement channel and the method of trademark strategy. |
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