Research On The Marketing Strategy For Shan Dong Mobile Company

Mobile telecommunication market develops rapidly in China. Monopolization intelecom field has been broken after reformation and reconstruction. Shandong MobileCommunication Company faces unprecedented challenge because of competitors,Shandong Unicom, Shandong CNN Company and issue of single way charge.Shandong Unicom occupies high end subscribers market through giving free mobilephone to subscribers when they prepay communication fee, while Shandong CNNCompany gains favor of low end subscribers because of very low communication feeof"wireless phone". Shandong Mobile Communication Company is in the middlenow. Its ARPU value shows downtrend.This essay concludes development status quo, character and challenge of chinamobile Communication market. And uses SWOT method to deeply analyzecompetition situation on Shandong mobile communication market.In today's dynamic chaotic world of global telecom competition, the marketcompetition situation that Shandong Mobile faces is more severe. For improving thecompetitiveness, Shandong mobile must carefully analyze the characteristic ofconsumers and the competitive marketing and determine the unique and intactmarketing policies. At the same time, ShangDong mobile should continue toaccumulate customer capital and core marketing capability in order to guaranteefuture enterprise lasting, healthy development. Combining Philip.kolter's marketingtheory, This essay point that the followed four marketing policy of Shandong Mobileshould be improved to keep and expand its market advantage.1,product/service policy2,price policy3,place policy4,promotion policy...