Research On Brand Management Strategy Of Jilin Mobile Company, Ltd

With the reshuffle of Telecom industry and release of 3G licences, there are big changes happening in Telecom industry: more competition and challenges, convertion from concentrated operation to diverse business. Meanwhile, the Brand assets are increasingly more recognized by operators. Today, China Telecom is ready to set up new brand strategies and new brand system. China Unicom has reorganized its brand composing in a more simple and uniform way. According to this new brand system, there will be an all-around brand under the corporate brand. this all-around brand would be applied in all markets: individual market ,familiy market and group market, where customer values would be noted with different product and service. As a result, the previous multi-brand strategy would turn to a single-brand strategy.Nowadays,people are getting more aware of their own rights as a customer. They are seeking products which can also meet their sentimental demand and a value-based pursuit, other than the basic function and features. Quality, service availability and brand image are more important. These are all challenges for operators, especially when they face more competition. As a result, it would be decisive to cope with the demand of customers.Under the new circumstances, Jilin Mobile is facing very severe competition in brand management. First, its brand system has developed from the growing-up period to the mature period, which indicates big changes would happen in its inner administration level. Second, under the new situation, its brand image is being rivaled. After the release of 3G licence, China mobile has been showing up in a weak position in technology since TD is inferior to its rivals in all aspects. Third, Brands are still easily neglected by people in nowadays, though it is so important. In tough competition, resources are used to solve those short-term issues and so brand assets are normally accumulated in a very long period.When it comes to 2010, there are more challenges facing Jilin Mobile company, with the tough task of preceding on TD-SCDMA. 2010 is the start of a new and extremely important era for Jilin Mobile. Great sense of duty. Sense of duty and confidence are the key elements if we want to keep on the dominance and meet the challenge. We, to conquer all these difficulties and promote the whole business, would try our very best.Presently, Facing the great challenges, it is reasonably advisable to converge all the parts. Brand,product,channels,communication……all these elements should be synthetically united to realize our new strategy-new customer ,new business and new calling", to develop and fortify 3 big market-individual, family and fleet customer.As the top brand, the advantage of Go-tone lies in its differentiated service. More resources input, more discount in business package and hand set……all these are promoting a transmission of high ARPU customer from other brand to Gotone. So that the proportion of Gotone customer would be getting higher. Our purpose is: improve the awareness of the value of Gotone customer, communicate the belief"enjoy Gotone everywhere". For the brand M-zone, three elements-product, m-zone league, channels-should be stressed. Resources like M-zone league, M-zone counter and m-zone coupe should be made great use of. For the brand Shenzhouxing, we would promote its brand core through activities, like"happy village","promoting campaign",etc. In one word, all things would be mobilized to build our brand system.In all-around competition period, the mobile market is the key part and price, above all, is the key element. but it is never the only factor in competition. other than price, product, distribution channels,communication,handsets are also important factors. Apparently it is also vitally important that we keep close eyes on our competitors- WO of China Unicom and Tianyi of China Telecom.The coming 3 years are very tough period for us. As long as we work hard as a team, we would definitely promote our business to a highly new level.In this article, you can see the detailed analysis of telecom industry, micro- and macro- surroundings of Jilin Mobile company. Finally the author would try to forward his opinion of a new and more appropriate brand strategy, which is aimed to promote more market share and gain more competitiveness for Jilin Mobile company,Ltd.