Ten years of GSM witnessed the development history of mobile communication in China in September 2003 10 13: 16 Author: Nanfang Daily [Error occurred when processing this instruction]. [An error in handling this orientation] Not long ago, the Chinese and English trademarks and graphic trademarks of China Mobile's "Global Connect" were awarded trademark registration certificates by the Trademark Office of the State Administration for Industry and Commerce. Starting from 1994, the well-known brand "Global Connect" roaming the mobile communication market in China finally lived up to its name and became the exclusive trademark of China Mobile. Protected by state laws, no other enterprise or individual may use it without authorization. According to the insiders, although the trademark registration of "Global Connect" has been overdue for a long time, it is the most valuable customer brand of China telecom industry, with its popularity and reputation in full swing, and its intangible assets are hard to estimate. "GSM", as a brand carefully built and cultivated by tens of millions of customers and mobile enterprises for ten years, has witnessed the growth process of China mobile communication from scratch, with the largest network and customer scale in the world. Nowadays, having a "GSM" number has become a status symbol of "success, Excellence and honor". The mobile communication market is different from the general commodity market. The whole industrial chain consists of communication operators, communication equipment manufacturers, terminal communication products (mobile phones) manufacturers and content providers (SP), and the core of the industrial chain is communication operators. Communication operators integrate upstream and downstream resources by developing network resources and content services to provide communication services for their customers. The products provided by mobile communication operators are often intangible and basically invisible to consumers. Therefore, when it comes to communication products, consumers are most likely to think of mobile phone brands and mobile phone manufacturers, not communication operators. This can be reflected from an authoritative survey data. According to the research of Boston Strategic Consulting Company on the mobile communication market, compared with mobile phone manufacturers, different customer groups feel that the brand of mobile communication operators is far away from them and not intimate enough. Witness the development of mobile communication in China In order to increase the contact between communication operators and customers and strengthen the affinity of communication operators, communication operators in China began to build communication brands in the last century. The earliest "mobile phone" was once a symbol of identity and wealth. When the first generation mobile communication successfully transited to the second generation mobile communication, "GSM" became the trump card in the mobile communication market. For ordinary consumers, the mobile phone that can use "GSM" network is still a status symbol. With the popularity of mobile phones, more brands have appeared in the mobile communication market, such as the "Shenzhouxing" launched by China Mobile in the later period, which provides mobile phone customers with more diverse consumption choices and relatively economical network communication costs, and therefore quickly blooms everywhere in the national market. As for the local mobile communication market, there are many local mobile communication brands developed by local communication operators according to the needs of local market competition, such as Guangdong Lingnan, Tianjin Jinmentong, Jilin Changbai and Fujian Bamintong. The mobile communication market in China has experienced a stage from immaturity to rapid development. China Mobile's earliest customers were Global Connect customers. The earliest customers who used mobile phones in China basically got rich first, mainly bosses, managers, self-employed individuals and senior white-collar workers. They mainly use mobile phones for business communication, which requires high quality of communication network, and roaming is the most basic requirement. After nearly ten years of construction and optimization, China Mobile's network is very mature in terms of network coverage and signal penetration, and can realize real global roaming, thus better meeting the needs of most high-end mobile phone customers. It can be said that the formation of "global communication" is that there are users first and then brands. Because the early "GSM" was just a Chinese translation of GSM network, it was a name and symbol of a network, without distinctive brand personality and brand image, and without brand positioning, just because the earliest people who joined the "GSM" network and could afford mobile phones were the earliest rich people in China, which spontaneously formed a symbol of the early "GSM" identity. With the natural development of the market and the entry of larger consumer groups, the sense of identity and dignity naturally formed by this brand has been widely spread and generally recognized. The intensification of market competition and the maturity of consumer psychology of gathering high-end customers have gradually spawned the brand strategy of mobile communication market. In other words, communication operators need to tailor the services and services they need according to the needs of target users, and form their own brand market positioning and brand differentiation, so as to better meet the communication needs and brand belonging of target customers; At the same time, we should establish a distinct brand image and personality to meet the psychological needs of the target customer groups. Starting from 200 1, China Mobile Communications began to build a "GSM" brand. They hope to make GSM a leading brand in the mobile communications industry through brand management, which is of benchmarking significance in the development history of mobile communications in China. When we see these demands in TV advertisements, such as "expert quality, trusting GSM" and "trusting GSM at critical moment", we can feel the promise conveyed by the brand GSM to users. The application of communication means is mainly to shape the external image and personality of the brand, so that the functional and emotional attributes of the brand are more adequate and closer to the value needs of the target users.