China Telecom Group Corporate Brand Strategy Research

This paper focuses on an analysis of branding strategy about ChinaTelecom. Firstly, it discusses the important influenced factors of telecomoperators from the perspectives of macro environment. Secondly, it analysesthe competition of the telecom industry and searches the driving factors thatthe dynamic movement of competition runs on the brand strategy.With the analysis of the telecom industry's market characteristics andcustomers, one can divide the target consumers of China Telecom into threemajor categories, i.e. public clients, key clients, and business clients. We alsocan make the developmental aspect of brand structure specific graduallythrough how to satisfy the demand of customers.With the analysis of telecom operation, one can be not only in aposition to know the trend of development easily, but also apt to be convincedof the significance of the brand building. With the evolutionary analysis oftelegraphic brand structure, it can be clearly seen that the telecom operatorsexplore the way out for branding from three perspectives, namely competition,demand and technology all along. Based on the analysis of branding strategy, it can be clearly pointed outthat it is essential for China Telecom to build and enhance the brand strategybased on market segment through planning and implementing the specializedstrategy aimed at adding customer total value.