The Research On China Mobile Branding Strategy

Facing global economic integration, global famous enterprise is more and moreemphasizing brand marketing than before which was focusing on product. Brand isnot only the image of enterprise, but also the engine of the profits. How to build uptheir own brands is many Chinese enterprises' concern, as well as the key to Chineseenterprises future development.China Mobile Company Limited was established in 2000, it adopted an effectiveinternal management, multi-channel brand communication and long-term efforts andsuccessfully created its own brand. Up to now, China Mobile has developed morethan 200 million subscribers, ranked as the world top 500 enterprises. This paperfocuses on studying China Mobile Multi-brand strategy and communication ways,such as outdoor advertising, television advertising, radio advertising, Internetadvertising and mobile phone advertising. Through studying China Mobile PublicRelations activities, China Mobile builds up good brand image in the consumer'smind.Besides, the author summarizes some successful experience of China Mobilebranding. This will surely be benefit to other enterprises in China.