Reserch On M-zone Brand Marketing Strategy In Taizhou University Region

As the restructure and reform take place in Chinese Telecommunication industry, three Giants of telecommunication industry, namely China Mobile, China Unicom and China Telecom, emerge and forge a full-service competition. With a fierce competition, M-zone, a product brand of China Mobile targeting the youth generation has to face the threats from U-Power of China Unicom and Xuezi E of China Telecom. Under this circumstance, it is indispensable to improve the brand marketing strategy of M-zone so as to play its brand’s competitive advantage into full use and protect its market share.This article introduce the brand marketing strategy of Taizhou M-zone, which targeting university students in Taizhou. Such study processes on the basis of Telecom environment and target market’s characteristics and mainly analyse this brand’s developing environment, brand condition, brand issues and solutions to solve such issues. By doing this, this article will help Taizhou M-zone achieve competitive advantages and accomplish a sustainable development.Firstly, M-zone, the brand of China Mobile is studied. The brand’s status quo is analyzed through from three aspects of brand produce, target market and brand position, and its marketing strategies are explored through channel integration, advertising, experience marketing and promotion. Secondly, this article studies M-zone brand environment by utilize the SWOT method and Porter’s Five Force Model with a result of its major competitors and threats. Then, based on the results of prior steps, the article works on the brand environment of Taizhou M-zone from internal and external perspectives. Strategies on product set are put forward by studying features of its target market-university students and segment market. And in the end, the article points out the deficits in brand marketing of Taizhou M-zone and offers improving strategies to solve these problems.