The Research Of Lanzhou Mobile Communication Company's Marketing

Mobile telecommunication market develops rapidly in China. Monopolization in telecom field has been broken after reformation and reconstruction. Lanzhou Mobile Communication Company faces unprecedented challenge because of competitors, Lanzhou Unicom, Lanzhou Telecom and issue of single way charge. Lanzhou Unicom occupies high end subscribers market through giving free mobile phone to subscribers when they prepay communication fee, while Lanzhou CNN Company gains favor of low end subscribers because of very low communication fee of "wireless phone". Lanzhou Mobile Communication Company is in the middle now. Its ARPU value shows downtrend.This essay concludes development status quo, character and challenge of china mobile communication market. And uses SWOT method to deeply analyze competition situation on Lanzhou mobile communication market. On this basis, scientifically forecasts the market potential of Lanzhou mobile communication market and recommends the strategy that Lanzhou Mobile Communication Company needs to improve marketing & marketing in order to keep and expand its market advantage.It is necessary for Lanzhou 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, establishes monitor system to agents and widen marketing & marketing channels.