Marketing Strategy Of Fetion For China Mobile Chongqing Branch

With the rapid developing of economic, China mobile communication market is growing fiercely, but uncertainty of environment makes communication industry faced the immense challenge. China Mobile Chongqing branch is the leader of the Chongqing communication market, tightly approaching by competitors, user growth is slowing down, and ARPU is constantly reducing, too. At this situation, Fetion as a new kind data business, with constantly developing of communication technology, will become one sharp tool of China Mobile Chongqing branch cope with intense competition in the future, stabilize user resource, and promote mobile business. So, whatever, from technology development, market need, or operator competition, it makes China Mobile has to promote Fetion as soon as possible, and make sure the acceptable mature promotion pattern.This paper use theoretic and analysis of marketing and competitive strategy, at the basic of researching SMS market development, adopt theoretic of market subdivision and target market to subdivide Chongqing Fetion market, confirm the target market of China Mobile Chongqing Branch, and then, use Porter's Five Force Model to analyze the industry structure in target market, focus on the main competitor's situation, then use SWOT method to study China Mobile Chongqing branch's strengths and weaknesses toward competitor, opportunities and threats in the target market, at last, use theoretic of competitive strategy, combine with the analysis data in the target market, confirm the marketing strategy of Fetion for China Mobile Chongqing branch.