A Research On The Communication Of Customer Brand Of Guangdong Unicom

As Chinese economy rapidly develops, the competition in the market of Chinese mobile communications becomes more and more fiercely. The impact of "price war", which previously was the main strategy used by every company is now decreasing gradually, instead the mobile operators focus more on customer brand building and managerment. To effectively occupy subdivision markets and win the loyalty of target clients, now mobile operators choose to construct their own brands better and communicate with their customers more.My thesis analysed and discussed about the communication practice of customer brand of Guangdong Unicom from the perspective of communication, brand management and marketing. The thesis included six parts. Firstly, it summerized the competition of Chinese mobile communication market. Then, it elaborated on the development and communication practice of customer brand of Guangdong Unicom. Brand communication. Briefly, it was a process. to position the product in the market and then build the powerful brand. Solid and hard work is the premise of the brand communication.Customer brand communicaion not only included building brands, positioning products, constructing brand image, and molding a brand individuality, it also involved the management of the enterprise brand and the serving brand, which had direct impact on the customer brand. The enterprise brand is the powerful backup of the communication of customer brand, and the serving brand is the motive force of the communication of customer brand. The core part of the thesis begins from PartⅣ,. which began to discuss about the communication strategy of customer brand of Guangdong Unicom. Through the analysis of the concrete tactics that were used in the Integrated communication strategy, a clear picture of the communication of customer brand would be presented to the readers. And the last two parts explored existing problems and suggested how to solve those problems.