Research On The Mechanism Of The Ambidextrous Competence To Enhance The Brand Vitality

In this study, as the case study object, China Mobile during the transition period combined with dual-element theory to analysis enterprise how to use the internal and external forces to form an effective mechanism for leveraging the power, and how to interact leveraging process to improved brand vitality.The results indicate the communication companies can develop the effective brand vitality based on the capability of developing traditional service and ability of exploring emerging service.The logic of traditional service is "Focus", the strategy which was used can be introduced by "Accelerate customer development, and promote marking transformation". The specific path can be described as:integration of customer service requirements, optimizing products and service, meeting customer needs, and then return customer, while maintaining the business vitality. On the contrary, the emerging service adopts "Divergence" as logic. The strategy can be described as "Continuous innovation, industry consolidation, cross-border cooperation, and the depth of experience". Besides, the specific of emerging servfce is:seeking the potential demand of customers, extracting new approach for satisfying these-demands, besides, according to the research, developing the appropriate emerging service, then promote to customers and obtain feedback of their experience. In the development process, on the one hand, China Mobile commits to the development of traditional service, on the other hand, China Mobile focus onexploration of emerging service. For promoting the development of enterprise, China Mobile contributes the coordinated development and cycle interaction between traditional service and emerging service and.This paper analyse the specific case of China Mobile using the ambidextrous competence.. According to analysis of development of traditional service and exploration of emerging service, the ambidextrous competence has a huge influence on the conversion process of enterprise internal brand. By analysing the principle and characteristic, this paper further illustrates the relationship between the current demand and the brand vitality, and then presents the application and practice of ambidextrous competence which are useful in the process of enterprise development. This paper builds theory and case study close integration, and based on the ambidextrous competence, explains to improve the brand vitality of communication enterprise, and provides practical support for enterprise.