Using Discussion Of The Active Marketing On M-zone Brand Mold

With the process of conformity and reorganization of China telecommunications, a new one round competition now confronted the telecommunication operators. With the development of the economy and technology, China Telecommunications will gradually emphasis on the perspective of its competition from price, technology, service to the brand competition. In this aspect brand mold, China Telecommunications (hereafter it is abbreviated China Mobile) is now facing new challenge. To sustain its market which consists of most of the youth, China Mobile M-zone brand debuted in 2003. It has been grown one of the three brands after five years developmend. How to allocate new brand values of "growth" and "success" upon its original brand? It is crucial for this five year old M-zone brand.This thesis consists of two parts, six chapters. The first part put emphasis on the essential theory for brand mold and active marketing, and introduced development process of the M-zone brand. In the second part it has been proofed that active marketing is one of most the excellent methods by practice. And at the same time introduces relevant concepts and theories, probed the Theoretical model and Operational model. Analyzed and arbitrated the key questions of the actual operational mold during these processes both scheme and implement, also summarized the common methods and evaluation latitude after evaluated active marketing.In this thesis it is used Material analysis, on-the-spot investigation, depth interview and applies theory into reality, and put modern marketing theory into M-zone brand mold. And trialed to expand new concept of the active marketing, construct active marketing mold. It is useful for guiding brand management and brand sales;also it is an innovation on the professional theory application.Material analysis, on-the-spot investigation, depth interview and apply theory into reality these methods have been used in this thesis, also modern marketing theory is quoted into this M-zone brand mold. At the same time expands new trial concept of the active marketing, constructs active marketing mold. It will be useful for guiding brand management and brand sales; also it is an invovation on the professional theory application.