| After the new round of restructuring in telecom industry has been completed, the three Chinese telecom operators have realized the operation of integrated businesses.As the third player in Yiyang mobile market, Yiyang Telecom lags behind in both operation experience and business models in mobile business. Therefore, Yiyang Telecom needs the comprehensive research on the model of mobile business urgently. Hence, they can make big progress in the mobile market, capture the market opportunity, grab the prominent position in the market, and lay the foundation for the survival and sustainable development.This paper employs the analysis methods of SWOT and PEST from the angle of Local Area Networks to analyze the internal and external business environment for Yiyang Telecom, confirms their main competitors in mobile business, and points out their advantages, disadvantages and opportunities in their competition. Then this paper focuses on the marketing strategies and effects in the mobile business of Yiyang Telecom in the past one year, summarizes the main issues and defects in their operation, and makes the specific research and analysis on the features and weaknesses in mobile business.Accordingly, the paper makes out the coming-up marketing strategy for the mobile business of Yiyang Telecom on the basis of the results of the analysis and survey, the theories of marketing and sales and the status quo of Yiyang Telecom. It proposes to carry out the price strategy of product differentiation, customer service strategy for their key requirements, multi-level customer retaining strategy and multi-channel strategy of self-channels and social channels, while deeply promoting the strategy of information innovation. It also designs special packages for individuals and families. At last, it proposes to properly adjust the organization structure, strengthen the HR management and establish effective marketing teams to ensure that the overall marketing strategy are carried out fully. |
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