China Telecom "E-surfing" Brand Strategic Management Research At The 4G Age

February 27,2015,China Telecom and China Unicom have issued a FDD-LTE license by the Ministry of industry and information technology.The time difference between two standard license issued by,creating the gold window more than one year to China Mobile,during the time,the users of 4G developed by leaps and bounds.By the end of 2015 November January,The users of China Mobile 4G have exceeded 1 billion,comparing to the other two operators the scale advantages is very obvious.Nowadays,Chinese communication market competition matures gradually,market competition concentrats expression of brand competition between operators more and more,brand competition has become the core competition of Telecom Competition,keep the customer’s heart through the brand is the path to sustain development of enterprises.After several years of brand building at the 3G age,China Telecom has set up influence of"e-surfing" brand gradually,4G era of China Telecom to reverse the adverse situation existing,the establishment of "e-surfing" strong brand is an important breakthrough of China Telecom in 4G era.With the deepening reform of our country to carry out in-depth,"Internet+"、"all the way along"、"Made in China 2025"、"free trade zone" and a series of important national development strategy,brought a new round of technological revolution and the industrial revolution.China Telecom should be followed by the"Internet +" development trend and seize the country "all the way along the" dividend policy interoperability,and actively participate in the "Made in China 2025" industry promotion,closely integrated with the strategic development of the country,strengthen the"e-surfing "brand asset Management.In the 4G market competition,China Telecom should continue to strengthen the brand management,a clear brand positioning,highlight the brand’s personality,through the influence of consumer brand affect and brand loyalty to realize the consumer brand recognition,so as to enhance the market share on 4G and enterprise operation profit.The paper use literature analysis,comparative study,empirical research methods comprehensively,strategy theory and marketing and brand management,analysis model of PEST,SWOT analyse the status of China Telecom "e-surfing" brand management and the problems of the system,and draws lessons from the research results of the advanced management mode operators brand at home and abroad,on the basis of proposed the 4G era China Telecom "e-surfing" brand management strategy:Accelerate 4G network construction,a key market focus breakthrough;thinking of mobile Internet applications,designed to differentiate their products and services,innovative tariff system and traffic management,and increasing customer loyalty;the establishment of "e-surfing " brand of high-end brands and services,focusing on integrated marketing by propagation effects of the rapid expansion of new media”e-surfing "brand influence;improve brand equity management,accelerate "e-surfing" brand internationalization.