精确细分 动感地带赢得新一代（Precise subdivision of the dynamic zone to win a new generation）.docVIP

精确细分 动感地带赢得新一代（Precise subdivision of the dynamic zone to win a new generation） Precise subdivision of the dynamic zone to win a new generation Case study: China Mobile Communications Market position: market overlord Market significance: by virtue of its brand strategy and market segmentation strategy, the China Telecom market has been brought into the era of marketing competition from resource competition. Market effect: users of mobile zone have far exceeded ten million, and become the mainstream of prepaid users in mobile communications. Case background: telecommunication company China Mobile as the focus on the development of mobile communications, has successfully launched a global, Shenzhou two major brands, China Mobile communications market overlord. But further market saturation, Unicoms counterattack, PHS spoiler, the China Mobile communication market with price war smoke, how to attract more customer resources, enhance customer brand loyalty, fully tap the customer value, become the key to successful operators to break. As a overlord, how does China Mobile maintain its market advantage? Dynamic zone 2003 marketing events playback: In March 2003, China Mobile launched the sub brand dynamic zone, announced officially for the age of 15 years of age -25 years of age to provide a special telecommunications services and differentiated tariff packages; In April 2003, China Mobile held the M-ZONE image spokesperson, press conference and media promotion meeting, and Taiwans new star Jay Chou joined hands with the dynamic zone; May 2003 to August, China Mobile markets around the use of newspapers, television, network, outdoor, magazines, public relations activities began a wonderful interpretation of a new brand; September 2003 - December, China Mobile held in the country 2003 dynamic zone M-ZONE Chinese college students hip-hop challenge, carrying 6 million college students set off a hip-hop boom; In September 2003, the famous Asian direct marketing conference of