Analysis Of Brand Reconstruction Of Mobile Golbal Communication In H Province

There are new trends in the communication industry market,including fierce competition caused by the opening of communication market,increase in market activities of Internet enterprises,diversified demands of consumers for communication products and services,increase of the company’s operating costs.the industry market as a whole.Internet enterprises compete for the industry market by launching new Internet products.The consumer demand of communication products has changed into diversification and personalization to meet the single demand of communication,and began to transform to the comprehensive demand mode of entertainment and service.Therefore,enterprises in the communication industry must seek new ways to improve products and services.China Mobile has obvious brand advantages in the communication industry.We should seek a new enterprise development strategic model from the aspect of brand competitiveness.Through the case study of the brand strategy reconstruction of H mobile global communication,this paper analyzes the current situation of H mobile global communication brand strategy.This paper introduces h mobile communication company from the perspective of internal and external environment;Then,according to the current situation of brand strategy,this paper analyzes it from two angles:brand positioning and brand publicity channels;Analyze before brand reshaping and clarify the brand reshaping strategy matrix of global products and services.Based on the questionnaire survey data,statistical methods are adopted to process the data,analyze the data information,conduct in-depth research on the brand reconstruction of mobile global communication,and clarify the problems existing in global communication brand strategy,including:Unclear brand positioning,insufficient brand influence,and low degree of personalization of brand services.Through SWOT analysis,it can be concluded that h mobile global brand has scale advantages,network advantages,brand advantages,channel and service advantages,capital and management advantages;Disadvantages:strong competitors,lack of core competitiveness,few marketing channels and slow start of emerging businesses.At the same time,it can be concluded that h mobile global brand has opportunities such as the implementation of the national"Internet+" policy,and challenges such as customers’ high-quality requirements for communication products.Finally,the reconstruction goal and positioning of the global brand of H mobile company:to create a new brand publicity channel;Implement the market strategy of "one body and two wings";Comply with the "three curves" development of China Mobile.The reshaping strategies of GLOBCOM brand of H mobile company include:optimizing marketing strategy,improving service quality,integrating publicity channels,building diversified operation modes and reshaping differentiated brands.This study analyzes the brand related influencing factors in consumer purchase behavior from a new perspective,refines the research process of brand remodeling,finds the particularity of brand remodeling through specific case studies,and then enriches the relevant theories of brand strategy remodeling.This study also helps H mobile branch to clarify the development environmental factors,clarify the quantity and quality of its own resources,and integrate as the basis for brand reconstruction.In addition,it also helps to better formulate sustainable development strategies and improve the enterprise’s risk response ability.