Strategic Analysis Of Building Preeminent Brands For The Competitive Advantages

As one of the major steps in building "One CM", developing preeminent brands, creating harmonious brand system and adopting brand-oriented operations is an important measure in China Mobile's new strategic evolution. Tianjin Mobile is sparing no efforts in building "One CM" in its marketing operations aspect. Under the guideline defined by its "3 Dimension Innovation", facing the serious market circumstances featuring ever more fierce competition and declining prices, Tianjin Mobile is implementing market-oriented brand strategy step by step in a planned way to take the leading position in the competition with its brand advantages right before the deployment of 3G.Starting from further developing its brands and exploiting the six driving factors of brand, Tianjin Mobile is continuously increasing the brand premium, enhancing the customer's experience, improving the operational, managerial and implementation capabilities of the company, by utilizing the large scale, unification and integrity of China Mobile. Using the launch of Easy Own-Jin Men Tong as the index, this article points out the importance of building preeminent brands for China Mobile, elaborates on Tianjin Mobile's targets and strategies for building market-oriented brands, introduces the measures to be taken to build market-oriented brand premium, and lists the specific strategies to build an effective brand management system and preeminent brands, aiming at the customers' first choice, by using 4P, focusing on key areas and pushing the concept of brand operation to the front line.