China Mobile Yaan Branch Analytics In The Era Of Internet Marketing Strategy

The Ministry of Industry and Information Technology has announced to fulfill the Implementation Suggestions of the Ministry of Industry and Information Technology for Encourage and Guide Private Capital to be put further into Telecommunication Industry in December of 2012, and on Jan. 18, 2013, the Ministry of Industry and Information Technology has announced the Tentative Scheme for Resale Business of Mobile Communication System(Exposure Draft), which means that China’s telecommunications service industry has entered a period of vigorous development, and also means the communications industry has broken the monopoly.The Ministry of Industry and Information Technology encourages and guides private capital to be put further into telecommunication industry, fully takes the flexible and innovative advantages of private capital, encourage business and service innovation, to meet the individual and differential application requirement of mobile communication users. Besides, the Ministry of Industry and Information Technology also established the Implementation Scheme for further Regulating the Market Access of Internet Data Center(IDC) and Internet Access Service(ISP) Business, which means more Internet businesses will enter the telecommunication market, and the market will enter a boom period for application and development of flux-based data business. As demonstrated here, China’s traditional telecommunication industry is challenged by private virtual business, meanwhile, voice services of traditional communication industry is challenged by Internet and data applications.For telecommunication industry, after a new round of restructuring, the homogeneity competition pattern almost has been formed, the contest for customers is more intense, The telecommunication brands maintained by the largest three telecommunication carriers for the last decades, whether they still able to live up to expectations of the public in this competition and always serve the communications market with high-quality brand image, that is the major concern of communications carriers. Therefore, how to reform management, improved products and changing marketing ideas under new situation and new opportunity, and make competitors difficult to imitate communication brand image in short time, to maintain and retain customers, that has become a growing concern for telecommunications companies.As the telecommunication company of China always emerged as state-owned company, the brand image is suspected of monopoly. The customers usually holds helpless attitude towards communication providers while choosing telecommunication products. However, after this year, with the injection of private capital to seize market share, the operation conflicts with virtual carriers, customer’s selection of high-quality network and data applications provided by communication carriers, the growing problems of management accumulated by communication carriers, if the above outstanding issues were unsettled, and the carriers were still lying on the hotbeds of glorious brand image shaped in the past without considering of how to reshape the brand and where is the way out for brand building, it’s their destine to be defeated in this competition, which will directly affecting the operation and development of enterprises. Based on the comprehensive reorganize and analysis for the theory of brand management and brand building, the Paper take China Mobile Ya’an Branch as observation platforms, mainly through literature reading, case studies and inductive analysis, to explore how the brand of "China Mobile" to transform in future construction and development so as to make the brand of "China mobile" standing in a good position in the communications industry. Rely on the practice in the enterprise, including the effects of "China mobile" brand caused by management reform, product improvement and operating income analysis, trying to build a complete and effective "China Mobile" brand building systems, so as to help China Mobile Ya’an Branch better put the brand management into practice, and realize the true value of brand building to guide realistic work.