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近年来,通信市场的竞争日趋激烈,电信公司的营销重点逐渐从技术、价格与服务向品牌管理转变,如何提高品牌价值、提升产品竞争力,已经成为中国移动公司发展中急需解决的问题。本文主要阐述了中国移动公司的发展现状,分析了中国移动的品牌管理现状,并针对品牌管理中存在的问题提出了相应的品牌提升策略,以期为中国移动品牌管理水平的提高提供理论指导。
In recent years, the competition in the communications market has become fiercer and fiercer. The marketing focus of telecom companies has gradually shifted from technology, price and service to brand management. How to improve the brand value and enhance the product competitiveness has become an urgent problem to be solved in the development of China Mobile. This article mainly expounds the current development of China Mobile, analyzes the current situation of China Mobile’s brand management, and puts forward corresponding strategies for brand promotion in view of the problems in brand management so as to provide theoretical guidance for the improvement of China Mobile’s brand management.