Motion Paging - wading river feelings.doc

 PAGE \* MERGEFORMAT 14 Motion Paging - wading river feelings Socio-economic transformation of Chinese entrepreneurs, the concept of brand awareness and the formation is nothing but a few years ago. What is the brand, how to build, promote and manage, we not only lack a systematic theory, the operation of a more practical level no experience. In 1996, China unified concept of brand and brand asset evaluation table list, and then look at the 1997 Annual Report chapter magazine of national brands to explore and study the so-called crisis, all of the brand vision, only TV sets, cigarettes, liquor, air conditioners, toothpaste, washing powder other kinds of tangible products, service brand was virtually nonexistent. Do not complain and blame for the time being the first Chinese people’s concept of how the lack of brand and narrow, at present, people’s awareness of the brand has also remained mostly within the context of tangible products, entrepreneurs and the establishment of physical products, brand awareness had just formed, and the in theory and practice at the exploratory stage. But the right shape and extension services, brand image to the more difficult. Because the brand itself is abstract, is a consumer products and services, the sum of all feelings. The abstract services of branding, is to make consumers feel the service process, then this intangible, non-moving and storing things, the formation of an established psychological feelings, say that this is a corporate marketing kinds of long-term test. China Motion to establish the brand has undergone a process from the perceptual to the rational, never consciously to the conscious process. In this process, companies selling tangible products than the companies to pay a higher price. Although so far, CM has failed to follow its own brand of road up to a very high theoretical level to sum up and understand, but the few short years, China Motion in China’s telecommunications market, especially in the highly c