M-zone Brand Communication Strategy

In recent years, telecommunications restructuring, the 3g licences issued mean China mobile communications market new changes took place in the patterns of the individual market share, China mobile facing China Unicom,China Telecommunications Corporation unprecedented strong challenge. As the first m-zone subdivide market for young people launched a personal mobile communication brand, after eight years later, Its brand development from the demand side facing the twin challenges of supply and demand, and the demands of customer itself changes and the impact of the external similar brands are driven m-zone brand positioning needs to define, and at the same time through integrated brand communication means further enhance the brand value.This paper expatiates on domestic and international brand experts and scholars brand communication and orientation of the research results of the relevant theory of m-zone brand development, this paper expatiates the swot analysis model, a comprehensive use of marketing combination theory and m-zone brand problems existing in the development of a diagnostic analysis points out the m-zone brand facing the demand side and supply and demand specific challenges content. Secondly, this paper uses stp and marketing theory and the composition of the domestic and international mobile operators experience, with successful brand m-zone brand development present situation, proposed the problem solving ideas and countermeasures.This paper expounds the five parts:The first part of this paper introduction proposed significance, the research background of topic, clearly this research method and the basic train of thought. The second part in communication studies reviewed the related literature brand theories and ideas. The third part expounds the present situation of m-zone brand spread; The fourth part had emphasized the m-zone brand face changes, problems and cause analysis; The fifth part is to generalize the results of the study illustrates and refining, studied from two aspects, one is brand positioning of the communication strategy, on the other hand is brand rights and interests of the communication strategy, summarizes the paper m-zone brand communication strategy research point of view.