A Research On The Communication Of Customer Brand Of China Mobile Communication Cooperation

With the gradual dissolvent of monopoly, China telecommunications industry has cast away its marketing strategy of technology "worship". The new strategy displays its merits in fierce competition, raising the idea of brand marketing to a significant place. Now brand has become the core of competitiveness, with customer brand management favored by telecommunications enterprises. Customer branding is based on clients' interests, so as to better grasp the market development and to meet clients' requirements, thus gaining their compliments and loyalty. The more intense the competition, the more outstanding the advantages of this strategy are. And it is now "an edged tool" for competing.China Mobile Communications Corporation (CMCC, hereafter referred to China Mobile) pioneers China's telecommunications market. Therefore, it is very instructive to drawing lessons from the brand communication strategy of its three customer brands: GoTone, Easyown and M-zone. This paper discusses and reviews China Mobile customer brand communication from the perspectives of mass communication, brand management and marketing. It starts from the analysis of target receivers of the brand communication, then investigates the integrated communication strategy of China Mobile's customer brands and also their media strategy, and combines case studies to elaborate each strategy employed. On top of that, the paper points out the shortcoming of the China Mobile's customer brands communication strategy, and propose corresponding suggestions on its improvement.