品牌化和品牌传播是品牌建设战略的两个核心内容,中国移动凭借敏锐的市场直觉、联合有丰富品牌运作经验的广告公司,适时地推出了“动感地带”品牌,在品牌化的阶段取得了不俗的成就。但随着市场态势的变化,进入品牌传播阶段的“动感地带”却存在着诸如品牌赢利点淡薄、包容性不强等问题。针对此种情况,笔者提出了扩展品牌视野、丰富品牌内涵等针对性的建议。 Branding and brand communication are the two core components of the brand building strategy. With its keen market intuition, China Mobile, in combination with advertising agencies with rich experience in brand operation, has launched the “Zone” brand in due course and has won the brand stage A good achievement. However, with the changes in market conditions, there are problems such as weak brand profitability and poor inclusiveness when entering the stage of brand communication. In response to this situation, I proposed to expand the brand vision, rich brand content and other targeted recommendations.