Jilin China Mobile Marketing Strategy

Jilin Mobile After 10 years of rapid development, after facing the user, such as revenue growth slowdown in sight. With the domestic mobile communications industry from growth to the saturation of the transition period, Jilin Mobile faced with a new internal users in the low-end market-based, mobile voice business to the public the changes of consumer goods, the stock market has intensified day by day, the user away from the net rate Rising prices of excessive use of leverage, Jilin Mobile, and so there is no room for price factors, external facing a financial crisis, restructuring of the telecommunications business, asymmetric price controls, TD-SCDMA system, and other external pressure. Under the new opportunities and challenges before us, Jilin Mobile operating concept of how to change, adapt to the new situation, market needs, to explore a new pattern of earnings growth path and, in Jilin maintain competition in the mobile communications market leading position, is the Jilin Mobile In the course of the development of enterprises is an urgent need to resolve important issues.In this paper, the use of SWOT method of Jilin Mobile with the external environment and a comprehensive analysis of the enterprise's strengths, weaknesses, opportunities and threats of a judge and evaluate. The Jilin Mobile, the analysis of the advantages and disadvantages are mainly focused on the development of mobile own strength and its comparison with competitors, and the opportunities and threats analysis will focus on changes in the external environment and the potential impact on business. At present, the main advantage of Jilin Mobile's strong presence in the capital, the size of the user, the advantage of the development of value-added services, network coverage and so on; the main disadvantage is reflected in the reorganized at a disadvantage, TD immature technology, lack of resources fixed access, broadband resources, and so no advantage Respect; Jilin Mobile also have obvious advantages of traditional voice business, TD-building support for the policy advantages, the Government is also faced with asymmetric control, number portability, and other uncertainties of the threat. On the whole, Jilin Mobile is still in a difficult stage of development of both internal and external problems. Jilin Mobile, only accurately grasp the development trend and scientific marketing strategy formulation and implementation, in order to keep alive the core competitiveness of enterprises to achieve sustainable and healthy development.This article in the Jilin Mobile on the actual operation of the full analysis on the basis of the Jilin Mobile marketing strategy for the systematic, forward-thinking and analysis. Based on marketing theory, 4PS theory, theory of channel marketing, brand theory, market segmentation theory, for Jilin Mobile product strategy, channel strategy, pricing strategies, marketing strategy and corporate profits in the future to carry out a detailed model of the demonstration and analysis, Put forward a "product, price, promotion and channels" to handle the four major driving forces of large-scale marketing system, in the precision of marketing at the same time continue to reduce operating costs and enhance their core competitiveness.Product strategy, Jilin Mobile on the sale of products that can be combed for physical products, intangible products, intangible services three categories. Jilin Mobile actual operating status quo, developed a strategy for the development of the Company's new product roadmap and business promotion path for Jilin Mobile provides protection for sustainable development.Channel strategy, the authors in the traditional channels, electronic channels such as the characteristics of the sort out and analyze on the basis of optimizing the specialized position of the channel and improve the professional management of various channels, business channels and customers and on the basis of adaptation and gradually achieve Multi-channel synergy between the upgrade of the entire channel of the operation and management efficiency and effectiveness.Price strategy, the authors said that the aim of the price must be based on the principle brand, according to the different brands and different consumer characteristics for different user groups to develop bundled pricing strategy, set out the specific brand differentiation principle, the principle of an appropriate price, to highlight differences. Promotional strategy, this paper, in-depth analysis of existing and potential users of consumer behavior and psychology, the development of customer value model based on customer segmentation model, select market segments, the value of strategic positioning and needs analysis. Through customer segmentation and more effective marketing activities and enhance marketing efficiency and product competitiveness. Through the analysis of the operating system and the BOSS system, the establishment of an interactive mobile marketing business management information processes, the formation and marketing system corresponding to the closed-loop business management, combined with the actual business of marketing activities, with the gradual establishment of various operational characteristics of the process and methods of marketing, so as to enhance the marketing The effectiveness and efficiency of activities.With the coming of 3G era, as well as the restructuring of the telecom industry, China's telecommunications operators will enter a deep-seated, all-round competition stage, the focus of competition to the business competition and cooperation in the transfer of subtle competition. Integration and restructuring of the industry in the background, Jilin Mobile, only to grasp more complex and deeper market opportunities and establish strategic cooperative relations between the coalition, may in the future of the whole business even more incentive to maintain the sustainability of market competition and healthy development. Author business in the whole competition, competitive cooperation, the development aspects of the business model unique insights and perspectives so that the Jilin Mobile in the face of difficulties and challenges to maintain the sustainability of the healthy development of enterprises.Through the process of marketing the key focus of analysis for Jilin Mobile in the increasingly fierce market competition to maintain a leading operator of the status of constructive comments and suggestions, Jilin Mobile to maintain the healthy and sustained development of practical importance .