Research On The Marketing Strategy Of The "M-zone" Brand In University

China Mobile has three customer brands "Global Link", "Shenzhouxing", "M-zone". At present, the customer of "M-zone" has been more than 80 million. With reform and restructuring of the telecommunications, when the industry environment tremendous changed, the tripod pattern of China Telecom, China Mobile, and China Unicom formed. As one of the most potential market, education market has become the focus market of the mobile operators. As the well know word "the future belongs to those who owned campus," university groups has an important strategic significance to the future development of value-added service and the enhance core brands of the mobile operators. The above requires us to rethink and design marketing strategies of the "M-zone" brand in the university campuses, such as to optimization the mode of marketing in college campus to make customers satisfied with the services and then the China Mobile customers, especially colleges and universities groups approval the "M-zone" brand and build a clear competitive advantage in the target market,.The "UP Xin Shi Li" of China Unicom' and the "Wireless LAN Campus-line" of China Telecom's which use the same target market positioning, brand positioning and high degree of similarity of the integrated marketing communication strategies of "M-zone", were build very similar to the "M-zone". Through the imitation of the "M-zone" and confusions of the brands recognition, the three brands maintain a certain parallel. The two brands used lower the price than the "M-zone" which has advantage to compete for a certain market share. As first brand of communications industry's in the campus a, "M-zone" faced a non-frontal assault which influenced the market for colleges and universities share and brand impact. For the planning the marketing strategy of the "M-zone" brand in the university campus market, China Mobile adjusted the age of target group from 15-25 years to 12-25 years old by detailed market research. Then China Mobile once again segment the market into high school market, secondary market and social youth market, and conduct the corresponding brand positioning to bring out SMS ,music, chat packages and other packages which are fit for the characteristics of young groups. Guiding the customer group by advertising spokesmen such as "Jay Chou, SHE, Pan Wei Patricia", using street dance competition, wireless music the CCTV influence, points mall and union merchants , the services of "M-zone" is superior to other competitors offer, which can increase the trust of "M-zone" customer to the brand .China Mobile implement the centralized marketing strategy which attack the sub-section , a particular section a segment of a regional market of the "M-zone" target customers, and enhance brand communication by sponsor Chinese-language music table, Time ad Golden calf Awards, "M-zone pioneer in environmental protection activities", "looking for" M-ZONE "and so on a series of activities to. The China Mobile provided special services to get ahead of its competitors.In brand building, China mobile aims at education market, secondary market and the community youth market. Education market is the core user base is still the brand to the customer base to experience the mental characteristics of brand standards; with college and university market foothold, and deepen the driving force building, to maintain market share, increase brand association and loyalty; secondary market is the " M-zone "brand of the future and a potential large customer base, both practical business sense, but also full of the brand of the future investment value; research and development of secondary markets, to develop suitable products, try the appropriate channels, increase brand awareness and recognition ,Strengthen the brand culture; take into account the development of social youth market, providing experience platform to raise brand awareness and association.China mobile used the overall cost leadership strategy in the competition in the campus strategic choice, by low-cost, lower prices, which can build competitive advantage, emphasize differences in strategy, and form the advantages that the competitors can not imitate . China mobile persists in building the brand by introducing the concept of brand equity, building brand management platform, the establishing internal inter-departmental working group system to promote the brand projects, closed-loop workflow, deepening products, channels, and communication drivers, and build the core brand with personality and cultural content to autonomous regions around the lives of young people.In the development of "M-zone" brand marketing mix strategy of a large school campus, China mobile first focused on enhancing the effectiveness of core products, in order to contribute to the development communities. The "M-zone" is quickly becoming the first choice brand to young people, especially university students, by sending "M-zone" SIM card, mailing bills, a variety of additional services such as payment method in the college.Secondly, China mobile increased corporate revenue and profits, attracted customers, increased market share and market penetration with reasonable price. The price of "M-zone" is maintained on the basis of the main frame and the can be designed for the local by provinces and regions. And China mobile further strengthen company's leading position in the education market, by frequently promotional tools, such as back pay, preferential purchase, and other activities which can attract customers, effectively develop new, stabilize the former market and increase market penetration.Third, China mobile enhance efficiency and effectiveness of the marketing mix strategy by market analysis, marketing planning, program approval, marketing execution, feedback, assessment of five steps which form the closed-loop marketing business processes.Finally, China mobile make the most of building marketing team and establish performance appraisal system and a flexible incentive mechanism to the key marketing positions in the enterprise. China mobile effectively improved the treatment of key marketing personnel positions in order to attract high-tech talent in the enterprise to the flow of key marketing positions through the marketing performance assessment. And China mobile established a training mechanism for the marketing personnel, which can design the career development according to the individual characteristics and career aspirations. The marketing staff training and career development can be well combined and realize the interests of both. At the same time, China mobile established a rational allocation mechanism, so that the salaries can reflect the value of marketing personnel, by use different methods of remuneration which depends on the characteristics of marketers.