A Research On Rural Marketing Strategy Of Shandong Mobile Corporation

With the surprising development of information technology, telecommunication became the ever-fast growing industry since 80's in the last twenty years. China Mobile attained the wonderful success,which is the high technologic company in Telecom Industry in China,with the broad future and incessantly growing customers. However, with mobile communication technology continuing to develop and market size customers rapid expansion, China's mobile communications market is facing drastic competition. the high-end market has become increasingly stable, the city market is dayby day saturated. The mobile communication market enters the depth competition period. the operators in the urban market falls into a zero-sum competition in the competition relations, own incremental customer, oftencomes from to drain the customer to the competitor. The rural market which accounts for three-quarters of the whole population is on the upswing, the increasing market is huge with great opportunities. Furthermore, following the new rural building thorough farmers income growth significantly, the massive personnel movement cause the countryside gradually transforming to the mobile communication latent demand as the realistic demand. As city market becoming increasingly saturated, the rural market which has enormous customer resources become the key point which correspondence operation business capture.As the focus of strategic transformation, rural market become more and more importance.The essay concludes development status quo, supply and demand, the competition situation as well as the countryside customerconsumption pattern and characteristic of shandong rural mobilecommunication market. Then analyzed the development, problems and causes of Shandong Mobile in the rural market. On the basis, using Porter's five strength model to analyze shandong mobile communications industry,and using SWOT method to analyze the Strengths,Weaknesses,Opportunities and Threats of Shandong Mobile.Then proposes the corresponding developmental strategy.According to the above analysis, proposing the product, the place, the promotion and the brand strategy of Shandong rural mobile communication market, determining the overallstrategy.Mobile communication operator provide the service to th eclients, so the Shandong Mobile must enhance the countryside customer's degree of satisfaction, diagnose and analyze Every contact point with subscribers,dynamically grasp subscribers' consuming atitude and trend, enhancing subscribers' satisfaction It is necessary for Shandong Mobile to provid differentiation products, build diversified products and set down price standards suitable for rural subscribers in accordance with brands and service quality. Simultaneously chooses appropriate media combination and drumbeating method to portray the rural brand image . Further strengthen the channels of training and assessment to enhance the quality of channels, and widen marketing channels.