1 Communication starts from the heart-the "restart" of China Mobile also starts from the heart. China Mobile's gentle and honest advertising language embodies a kind of value connotation of the communication industry in conciseness: whether making a phone call or sending a text message, it is not just a phone call, but the most important thing is the spiritual connection and communication between people. This is the advertising slogan launched by China Mobile after it was spun off from China Telecom Group. On the one hand, encourage consumers to use new ways, that is, mobile phone calls; On the other hand, it also conveys the concept of mobile service to the public: as an operator, it pays attention to the deep needs of users, which embodies a rare humanistic concern. 2 I can-China Mobile GSM This is a slogan recently launched by GSM. GSM is an important brand of China Mobile for high-end market, especially for enterprise users. As the target users are at a high level of economy and culture, China Mobile has conveyed a confident and powerful value to them through the slogan of "I can", which has deepened the consumption experience of the target mobile phone users and enriched the brand connotation of GSM. In fact, the current competition in the communication industry is not only the competition of products themselves, but also the wrestling of brands. Especially in the high-end market, a brand that can excite users and generate buzz is cheaper and more attractive than simple tariffs. 3 At the critical moment, trust Global Connect-China Mobile Global Connect Many people will remember an advertisement that China Mobile once flooded the media: earthquake, shipwreck, mountaineering scene, and relying on a mobile phone to save many lives at the critical moment. Behind this advertisement is China Mobile's brand strategy to highlight the advantages of network coverage. A few years ago, China Mobile spent a lot of money on network expansion and optimization, and also focused on this important advantage in brand promotion and packaging. The future is not far away, we create with our heart-China Mobile, like "communication starts from the heart", also conveys the concept of "heart". However, in contrast, it shows a spirit of self-confidence, persistence and hard work. In the face of fierce competition, China Mobile has always emphasized reform, innovation and hard work in its corporate culture, and also transferred this concept to the whole corporate brand packaging: communication not only overcomes the distance of space, but also shortens the distance of time, and connects the present and the future through efforts. 5 My site listens to me-China Mobile M-Zone M-Zone brand has always appeared in a cool image. At present, many people are most impressed by the M-Zone, which is the image of Jay Chou, its image spokesperson, holding up a finger to "play with a mobile phone". The establishment of M-Zone brand is a classic case of communication industry. It is aimed at young people who advocate individuality and fashion and are eager to subvert tradition. Therefore, in the packaging of the brand, this feature is also highlighted: this is a place for young people to talk about their own affairs, where not only communication is provided, but also various business and tariff models are available for them to choose at will, and the word "listening" skillfully conforms to the characteristics of the communication industry. 6. Customer first, dedicated service-China Telecom This is a major symbol of China Telecom's completely updated business philosophy and brand image. After the split of China Telecom in 2002, China Telecom in the south gradually transformed it into the slogan of corporate image. Concise eight words highlight the concept of customer first and strive to improve service. As a "century-old shop" in China's telecom industry, China Telecom has spent a lot of time "pleasing" users in recent years, one of which is to improve business channels, such as changing the business hall into a low-counter friendly style, expanding the customer service hotline, and ensuring smooth flow. 7 telephone charm, wireless extension-China Telecom PHS is the brand name of wireless local telephone, which is a service launched by fixed-line operators China Telecom and China Netcom in order to curve into the mobile market and resist the diversion of mobile phone business. This brand originated from the sci-fi image of PHS roaming the world written by the famous writer Ye Yonglie. Because the tariff standard of fixed telephone is adopted, but it is a fixed telephone without line, this advertising slogan highlights the "charm of telephone", including cheap tariff, short number, clear call and so on, and vividly conveys the competitive advantage of PHS. PHS has always formed the concept of "cheap" in users' minds. This advertisement also reminds users that PHS is fashionable and attractive. China Telecom Internet Star is the brand of China Telecom's broadband application platform, which includes various broadband applications, including video (such as movies and TV programs), distance education and entertainment (games and music). "Light gathers because of you" first coincides with the name of the internet starry sky and highlights the existence and development of this brand. The first purpose is for users. In addition, because of the value-added application content provided by the Internet Star, it has gathered the essence of many SP (service providers), and it is an important platform for telecom and major SP to work together, and the purpose of this "convergence" is precisely because of the existence of users. 9 Connect dreams with reality-China Telecom Broadband and Internet are symbols of high technology in the eyes of ordinary people, representing the development trend of information industry in the future. The advertising word telecommunications is often accompanied by images full of fantasy charm, such as hanging a swing rope on the tooth tip of the moon. This advertisement, full of fairy tales, softens the stiff image of high technology and conveys such a humanized brand connotation to users: broadband network is full of magical colors, which helps us realize many beautiful dreams in life, is the carrier from reality to the future, and dreams become reality. Communication is not cold, but emotional and passionate. Judging from this slogan, it reflects the unremitting efforts of China communication industry to build a brand-new brand. ? 10 technology leading expert-The "gunpowder smell" of the development of China Unicom's mobile communication industry can be seen from this slogan of Unicom. Since 2003, China Unicom has spent tens of billions of dollars in Guangdong and other provinces to improve its CDMA network. Since then, China Unicom has widely used this slogan in advertisements. It is related to one word: first, Unicom hopes to highlight its high technology, lead its peers and become an expert; Secondly, because China Mobile has always claimed to be a "mobile communication expert", Unicom's advertising language undoubtedly implies this meaning, and it is one step ahead of high-tech experts. Although, who is an expert can not be determined by claiming, from these short six words, we can see the pace of Unicom as a chaser. 165438+ China Unicom has always wanted to highlight its differentiated advantages. In the publicity and packaging of its CDMA business, it deliberately highlights the characteristics of green health: "listening" is the same characteristic of the communication industry, and green is the differentiated advantage of CDMA. Now Unicom's CI is based on green, which is in contrast with the blue of mobile and telecom. In fact, only colorful colors can make the communication industry wonderful. 12 fly me-China Mobile Monternet Mobile Monternet is also a brand initiated by Guangdong. It is the brand of China mobile data service platform, such as downloading SMS, CRBT, accessing the Internet by mobile phone, etc. It can be said that it integrates the functions of the mobile phone except talking. Flying Me conveys the user's consumption experience: all kinds of gadgets collected by Monternet are fresh, magical, fast, fashionable and personalized. Although I can't fly, I can realize all kinds of unexpected services and functions with the help of my mobile phone, and complete the process of being divorced from reality and realizing my dreams. 13 The future is in my hands-the advertising language of China Mobile Global Communication exudes a sense of self-confidence, persistence and fortitude: the future is created by yourself, and the decision is in your own hands. Just like My Site Listen to Me in the M-Zone, it also gives vent to a personalized spirit of self-control of fate, and under this independent concept, it hides unprecedented maturity and responsibility. This brand connotation closely matches the identity characteristics of GSM target customers: high-end, commercial and mature, and quickly stimulates users' emotions. The mobile phone is often "in my hand", and the future is bright, no exception. 14 Real Global Communication —— China Unicom World Wind Dual-mode Mobile Phone In September 2004, China Unicom launched the long-awaited "World Wind" dual-mode mobile phone in several major provinces and cities (including Guangzhou). This is a new service that can be compatible with GSM and CDMA systems. Unicom is named "World Wind" because it can be used in any country (because different countries adopt different standards at present, but they can't do without the above two), and this slogan also highlights such a selling point. As for adding "true" in front, many users may laugh, just to tell their competitors. 15 everything is changing-in the CDMA market competition of China Unicom, the market challenger is the most eager to subvert the original pattern. This slogan, often accompanied by the tall and imposing image of Unicom CDMA spokesperson Yao Ming, expresses a new brand proposition of CDMA: old things are changing, and CDMA is the choice to realize this change. In 2003, when China Unicom's CDMA 1X service was put into commercial trial, this advertisement was launched. CDMA 1X is an upgraded version of CDMA, and it is also a collection of six data service brands that China Unicom has high hopes for. With a firm, fearless and even overbearing tone, it also declared a belief to its peers that Unicom should break the old order. Later, Unicom changed this sentence to "Everything has changed". 16 jieru internet-compared with China telecom internet starry sky, broadband network is high-speed, and jieru, which is homophonic with "access", undoubtedly highlights the consumer experience of "fast" first. For the interconnected starry sky of telecom Internet value-added service platform, telecom has conveyed its own advantages with this simple sentence, and it has a "high-speed" atmosphere. In fact, in recent two years, China Telecom has been strengthening its image in broadband services, such as its ADSL service called "Network Express" and its broadband service promotion activity called "Broadband Extreme Tour". 17 broaden China's mind-CHINANET, the slogan of China Telecom's broadband Internet, is often used in the overall image of China Telecom's broadband business. The word "Guang" highlights its business characteristics, and the word "Zhong" indicates that telecom is a national operator. The anthropomorphic advertising language not only solves the technical barriers, but also conveys a magnificent feeling to users. 18 step forward every day, sincerely serve forever-China Telecom This is the corporate image slogan of the old China Telecom (before the split). After the north-south split of enterprises, people have rarely seen this slogan. Although this slogan seems to be a bit "old-fashioned" today, it is trying to express the image appeal of telecommunications to users through easy-to-understand language: China Telecom is improving its service level and putting users first. Later, after the spin-off, China Telecom adopted a more concise slogan "Customer first, service with heart" as its corporate image, which is in line with this concept. 19 excellent professional services-China Tietong China Tietong is a new fixed-line operator established four years ago. It also has a large-scale fixed communication network covering the whole country, and has carried out various basic and value-added telecommunications services including fixed-line local telephone, domestic and international long-distance telephone, IP telephone, data transmission, Internet and video services. Except public mobile service. Therefore, Tietong hopes to convey such a message to consumers from the beginning: Although it is a new operator, Tietong's service is also professional and excellent. 20 China Netcom-China Netcom is the second largest fixed-line operator in China, and China Netcom consists of North 10 province, Netcom Holdings and Jitong, which were split by China Telecom. The slogan "China Net, the world is wide" is often accompanied by some images connecting different cities in the world to convey to users the characteristics of its wide network coverage and communication with different spaces, and this slogan is very consistent with the corporate name of Netcom. As a new operator, Netcom currently takes broadband Internet as its key business development, which makes Netcom more high-tech brand image.