China Telecom Tianyi Brand Marketing Strategy Research

In fierce competition in mobile communication industry, the brand is becoming the key element of competition. Promote the brand competitiveness, set up a strong brand, has become the core content of the enterprise strategy. China telecom strive to create TianYi brand it is in the in this background. How TianYi brand communication industry in the fierce competition in the unique as soon as possible by users, can be accepted, how to embody the brand, its advantages and provide users with differentiation characteristic service? These problems in TianYi brand promotion process are facing huge challenges. This thesis research aims to TianYi brand of telecom companies to create and enhance the consumers TianYi brand recognition and to increase the brand value TianYi aspects are discussed, in order to enhance the content and improve China telecom enterprise core competitiveness.This research is divided into six parts; The first part of brand theory are summarized, from the concept and strategy of brand marketing, brand marketing strategy classification, implementation process of brand marketing strategy; several aspects analyzes The second part of China telecom brand development process. Introduction of the telecommunications industry of value-added service in the past and present and related features, on this basis, the analysis future price movements; The third part is TianYi brand of Inner Mongolia telecom business situation and problem analysis; The fourth part of Inner Mongolia is followed by TianYi brand marketing strategy choice of telecommunications discussed; The fifth part telecom operators TianYi promotion brand construction strategies and Suggestions for telecommunications operator brand construction, the existing problems, combined with the background of 3G operations, this paper subdivision market orientation, brand strategy, price strategy, channel strategy proposed operators from several aspects such as the strategy of the construction of the Suggestions to promote the brand; The sixth part, research conclusion and research limitations.