China Unicoms brand strategy questioned.docVIP

 PAGE \* MERGEFORMAT 9 China Unicom’s brand strategy questioned Some time ago put China Unicom CCTV image of a set of gravity ads ‘ping-pong articles’ to the national sport ‘ping-pong Unicom’s you and me’ as the demands of the interpretation of ‘Let all the freedoms Unicom’ brand values. No doubt, this is China Unicom to launch a new logo, new strategies to promote an advertising communication campaigns. According to China Unicom’s own explanation is that entered in 2006, China Unicom to establish a comprehensive ‘application-oriented, in order to meet consumer demand as the core’ development strategy, Bing take this opportunity to update its corporate brand identity. Launched as a central theme in red China Unicom brand identity, indicates that China Unicom is in new, more international image of the new communications era, internationally oriented to the future! If this strategy into a decade ago, and perhaps also to guide enterprises in their bid to play the role of the market; if this ad to get to go running a decade, it should be said to be spread considerable benefits, but now occurs in a competitive environment unconsciously drastic changes, still rely on past success of the model in the new competitive environment to promote enterprise development strategies, is undoubtedly outdated. Changes in the competitive environment, ‘to meet the needs of’ hard to become the strategic direction of Characteristics of today’s competitive environment, consumers faced with too many choices in the face of information too much, consumers have completely changed the habits of a brand awareness. Before the competition is not intense, consumer demand, there are many vacancies, the overall consumer products under the environment of high demand, so a cause of Little Swan Washing Machine boss, Haier washing machines there is still a great market. However, with the overall competitive environment changes, and consumers are exposure to which, in many areas is already a high