Market Analyzing And Marketing Strategy Of NingXia Mobile Telecommunication

Mobile telecommunication market develops rapidly in China. Monopolization in telecom field has been broken after reformation and reconstruction. Ningxia Mobile Communication Company faces unprecedented challenge because of competitors, Ningxia Unicom, Ningxia Telecom of single way charge. Ningxia Unicom occupies high end subscribers market through giving free mobile phone to subscribers when they prepay communication fee, while Ningxia Telecom Company gains favor of low end subscribers because of very low communication fee of "wireless phone". Ningxia Mobile Communication Company is in the dilemma now.Ningxia Mobile Communication Company carries out emphasize renovation of service and diagnosing & analyzing every contact point with subscribers, dynamically grasping subscribers' consuming psychology and trend, periodically, rationally and comprehensively measuring subscribers' satisfaction. It is necessary for Ningxia Mobile Communication Company to improve network quality, build diversified brands and flexibly set down price standards suitable for different groups of subscribers in accordance with brands and service quality. Simultaneously chooses appropriate media combination and drumbeating method to perform integrated advertising. With the help of modern marketing method, broadly utilizes commercial retail network, it establishes monitor system to agents and widen marketing & marketing channels.This paper first summarizes the partial multi-analyses service marketing in the related theory, elaborated the service marketing and the traditional marketing theory. Then, the author briefly elaborates the profession and the Ningxia Unicom pass the company the present situation. Then, the multi-analysis Ningxia Unicom has passed the company the macroscopic environment, the union profession competition environment and the company internal marketing environment of the Ningxia Unicom, and the analysis has discovered the corporate growth opportunity, the threat, the superiority and the inferiority is the SWOT analysis. In this foundation, the key step is that to formulated the company's service marketing strategy, including goal market strategy, product, price, channel, promotion strategy, visible demonstration strategy, process control strategy, personnel strategy. Finally, from the service differences, the service visible, the service standardization and the service brand and so on ,it puts forward the service marketing strategy implementation proposal.