动感地带VS新势力——移动与联通品牌竞争策略的实证分析

M-ZONE and U-POWER: the Empirical Analysis on the Brand-based Competitive Strategies of China Mobile and China Unicom

动感地带和新势力是中国移动和中国联通针对青少年市场推出的两大客户品牌。从品牌内涵、套餐资费、营销策略、SWOT分析4个方面对两大品牌进行了充分比较,并通过对广州高校学生进行问卷调查,了解广州市大学生手机卡的使用情况,为弱势品牌提供解决方案。

M-ZONE and U-POWER are two client brands that promoted by China Mobile and China Unicom especially for teenager market. This paper makes complete comparison of two brands from four aspects of the brand connotation, price package service, marketing strategy and SWOT analysis, finds out the use of mobile phone cards of the collage students in Guangzhou through questionnaire survey, and provides solutions for vulnerable brands.