Motorola- To establish a brand personality.doc

 PAGE \* MERGEFORMAT 11 Motorola: To establish a brand personality In 1998, ‘Motorola’ brand awareness in China’s urban population has reached 92%, while in 1994 only 11%. From Motorola in 1987 in Beijing, China’s policy to establish an office, the Motorola enter the Chinese market for 11 years, with a total investment amounting to 1.2 billion U.S. dollars, has become the largest foreign investment companies. These 11 years, Motorola’s brand awareness continued to rise, if we say that success has been the case, then this success over the years based solely on Motorola’s ongoing brand-building projects. It persists in every three-year review to assess the planning and implementation of a brand-building programs and the new market conditions to develop new plans and programs. Motorola’s many years of brand building process can be divided into four stages: the establishment / implementation of brand plans, product / market segmentation, and further sub-markets and developing new markets, build big brand image. Now I only Motorola pagers in China’s growth process as an example to introduce the four respective stages of development. As early as 1988, Motorola has just entered China’s radio market, the entire wireless communications industry is still immature, so Motorola’s top priority is not how to conduct market segmentation, but rather to consider how to develop the industry. At that time pager on the Chinese mainland consumers are very mysterious, very understanding, but rather to listen to Hong Kong, Singapore, relatives and friends Yueqi Guo. Motorola is targeting this huge potential market, of course, we must first understand is that the Chinese Government to the entire telecommunications industry development plans. Was wired telephone market share in China is not very high, the Government is preparing to spend great effort to develop radio communication, therefore, Motorola first obtain the Chinese government’s strong support. At the same time, Motorola i