Research on the Brand Diffusion of the China Mobile Communication Industry Based on the Innovation Diffusion Theory

Shihai Ding, Zhijun Han


Perhaps one of the fastest growing markets in China is the mobile telecom market. The brand diffusion of China Mobile Communication Industry that has not been addressed is of great importance to the practicing brand managers. In this article, the authors forecast the potential mobile phone users of China Mobile Communication Industry with the Bass model and analyze the impact of competition on the brand diffusion of China Mobile and that of China Unicom. The study yields the good prediction and the managerial implications.

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International Journal of Business and Management   ISSN 1833-3850 (Print)   ISSN 1833-8119 (Online)

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