Brand Promotion Research Of E Surfing In China Telecom Heze Branch

Brand strategy as an intangible asset is very important for every trade operators. Nowadays,almost every industry leaders have a strong brand resources of themselves. Same with others, China's telecom operators begun to enter the era of brand management with gradually recognizing the importance of brand.In this paper, the brand strategy of telecom operators have been studied. Through "product first", "image first", "positioning first" and so on stage of brand marketing, it has entered the "value oriented" era. The essence of marketing is how to promote the exchange of value. And brand value of the enterprise depends on the value which provided by the company for customer and community. From the customer point of view, the key of establishing brand image is brand positioning and marketing activities.At present, the Chinese telecom enterprises has realized the importance of brand. Brand marketing and brand building has been more and more attention. In different stages of market competition, various telecom operators focus on promoting different brands of telecommunication. However, due to telecom customers the level of consumption, differences in lifestyle, resulting in the demand for telecommunications services is very different. Thus, according to the needs of different customers, Telecommunications market broken down is effective measures for attracting customers and increasing customer loyalty,. Under the guidance of this trend, the entire telecom industry has already begun the corporate brand, technology brand-led of past into the business brand, service brand and customer brand-led phase. After the third recombination of national telecommunications industry, The telecommunications industry into the 3G era and started the whole business competition. In the new market situation, the three operators have begun to introduce its own new brand of mobile services, competition has become increasingly intense, the role of the brand is more obvious than before. Heze local telecommunications company, As a weaker power, how to overcome the inherent understanding of consumers, set up E surfing brand in the shortest time have enormous difficulties.Brand promotion of Heze E surfing faces many unfavorable factors. For example, Brand has just been established, Promotion time and efforts are not enough, Poor awareness levels of users, expensive, standby time is short, Strength of strong competitors,and so on.In this paper, Heze telecommunications market and telecommunication's E surfing brand were analyzed. Then, Author Proposed brand extension programs for the E surfing for playing a role in the promotion as soon as possible.Due to the 3G era had just arrived, small and medium cities How to promotion brand in the telecommunications industry, it is still a relatively new issue and the related research is less.In this paper, literature research, Inductive Reasoning and case studies, comparative analysis and other methods have been applied to study how to promotion brand in small and medium cities in the era of 3G telecommunications industry.This Chapter I outlines the background of E surfing branding and research significance, restructuring of the telecommunications industry were introduced on the Heze telecommunications E surfing branding expounded the meaning of; second chapter of the relevant theories are reviewed, the main brand, brand value, brand communications and other content are reviewed; third chapter of the Heze telecommunications E surfing brand status were analyzed, mainly the current brand of Heze telecommunications system, status, E surfing used to promote methods and the shortcomings were analyzed; fourth chapter E surfing on how to promote the brand has been designed, made E surfing branding ideas and frameworks; fifth chapter of the E surfing branding how to implement the program were described, mainly from basic security, the implementation of processes and implementation notes three aspects.