| Nowadays, with the rapid development of economy& technology and economic globalization, the competition in the communications market becomes more and more dramatic. And the competition among telecommunications enterprises has shifted to brand competition from the competition of price, technology and services. The new strategy displays its advantages in the fierce competition, raising the idea of brand marketing to a significant place. China Mobile Communications Corporation (CMCC, hereafter referred to China Mobile) is leader of China's telecommunications market. Therefore, it is very instructive and worthwhile to draw lessons from the strategies of building its four brands:Go Tone, Easyown, M-zone and G3. How to increase its competitive by building brands is a critical factor for the future development of this company.The first chapter in the thesis first gives a brief introduction to the characteristics of China's telecommunications market, and then a general overview of China Mobile Communications Corporation. In Chapter Two, the author illustrates the multi-brands strategy of China mobile, with examples of Go Tone, M-Zone and Easyown. Then the third chapter summarizes the experience of China Mobile's success in building brands. In the following chapter, the author displays the importance of enhancing the brand building for China Mobile in the today's new situation, and analyzes some problems existing in China Mobile's brand building. The last chapter provides some suggestions to the brand building of China Mobile. |
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