中国移动的品牌策略研究

摘要

经过近几年中国电信业连续的分割重组，中国移动已成为移动通信业务收入市场占有率居首位的运营商。随着电信运营商的竞争越来越激烈，中国移动公司也面临着严峻的形势。为进一步提高竞争能力，减缓收入下降，有效保有用户，中国移动必须详细的分析市场环境，结合自身的有利条件，确定出适合自己的营销策略，以保证未来企业持续健康的发展通过对于市场竞争中品牌作用的分析，提出对于企业的发展除了要有好的产品，销售渠道等因素品牌策略也是必不可少的。

回顾移动通信的发展历程，移动通信的发展大致经历了几个发展阶段：第一代移动通信技术主要指蜂窝式模拟移动通信，技术特征是蜂窝网络结构克服了大区制容量低、活动范围受限的问题。第二代移动通信是蜂窝数字移动通信，使蜂窝系统具有数字传输所能提供的综合业务等种种优点。第三代移动通信的主要特征是除了能提供第二代移动通信系统所拥有的各种优点，克服了其缺点外，还能够提供宽带多媒体业务，能提供高质量的视频宽带多媒体综合业务，并能实现全球漫游。现在用的大多是第二代技术，第三代技术还不太成功，但已有了第四代技术的设想。第四代移动通信系统（4G）标准比第三代具有更多的功能。

关键词：品牌战略品牌推广广告策略

Abstract

After continuous split reorganization of China telecom in recent years, China mobile has become a mobile communication business revenue market share in the lead of the operator. With the increasingly fierce competition of telecom operators, China mobile company is faced with severe situation. In order to further improve the competition ability, slow drop in revenue, effectively retain users, China mobile must be detailed analysis of market environment, combined with their own favorable conditions, determine the suitable marketing strategy, so as to ensure the future of the enterprise development through the analysis of brand role in market competition, put forward for the development of the enterprise in addition to have a good product, sales channel factors such as brand strategy is also essential.

Reviewing the development of mobile communication, mobile communication development has undergone several stages of development: the first generation of mobile communication technology is mainly refers to the cellular analog mobile communications, technology is characterized by the cellular structure to overcome the system of regional low capacity and limited range of issues. The second generation of mobile communication is cellular digital mobile communication, make the cellular system with digital transmission can provide integrated service such as virtues. The main characteristic of the third generation mobile communication is in addition to provide the second generation mobile communication system have various advantages, can provide high quality video broadband multimedia integrated service, which can be roaming around the world. Now used mostly is the second generation technology, the third generation technology is not very successful, but has the idea of the fourth generation technology. The fourth generation mobile communication system (4 g) standard than the third generation has more function.

Key Words: brand strategy brand promotion advertising strategy

1 引言

中国移动通信公司自成立以来，业务和用户取得了长足发展，已经成为中国通信行业最大的运营商，其发展速度和规模令世人瞩目。中国移动通信公司整体实力强大，具有多年来形成的网络援盖广，语音清晰，信号稳定的技术优势，在国内移动通信领域中，一直发挥着主导作用，占据竞争的优势地位。

21世纪移动通信技术和市场飞速发展，在新技术和市场需求的共同作用下，网络业务数据化、分组化，移动互联网逐步形成，未来移动通信技术将呈现以下几大趋势:网络技术数字化、宽带化；网络设备智能化、小型化；应用于更高的频段，有效利用频率；移动网络的综合化、全球化、个人化；各种网络的融合；高速率、高质量、低费用。这也正是第四代4G移动通信技术发展的方向和目标。

目前，在消费者需求逐渐多样化、个性化，通信市场的价格战不断升级，行业利润日趋下降，产品服务同质化严重，以及语音业务需求满足的基础上，数据类业务成为发展的趋势，导致如何满足不同消费群体的需求、挖掘和扩大消费群体以及消费者忠诚度的培养成为中国移动考虑的要点。

虽然中国移动现有的几大品牌都有了一定的知名度和影响力，但是仍然存在很多问题。从市场营销角度上看，中国移动解决这些问题需要通过调整品牌竞争战略，优化品牌结构，开展品牌定位与塑造以及进行品牌忠诚度的建设，从通信产品营销发展历程看，品牌营销是一种必然选择。