Study Of Brand Value Improvement Strategies Of Monternet

With the rapid development of telecommunication, the mobile telecommunication industry of China has jumped through the sounding phrase to data processing phrase and to added-value phrase to meet with the need of working, studying, and entertainment in daily life. In 2000, China Mobile presented a new brand "Monternet" to be a uniform table for mobile data processing, and delivered various new businesses to users. Monternet contributed a lot to the total revenue of China Mobile in the past years. Furthermore, it also made China Mobile have a distinguished competitive advantage to its competitors.On the other hand, there still are many problems about the development of Monternet along with the glorious achievements it made. Users complain the poor services and unclear high price of Monternet all the time and some of them quit the service of China Mobile.Based on the background analysis of the mobile telecommunication industry and the business of Monternet, the author studies the problems and their reasons about the brand Monternet with the help of experimental questionnaire investigation. Through the outcome of the questionnaire, the author points out that the unclear concept of brand, the inefficient brand transmit, and the poor reputation of brand are the main reasons for the high blaming rate of Monternet. Consequently, the author suggests that China Mobile should improve the service procedure of Monternet and transmit the brand to target costumers more efficiently. Besides, China Mobile should improve the relationship with the service providers.