Research On The Marketing Strategy Of Guangzhou Mobile Communication Company Yuexiu Branch

With the coming of 3G era, Chinese communication industry is faced of reform which leads to the remarkable changes of technical environment and market structure for every mobile network operator. As one of dominant anticipants in the market, China Mobile Communication Group has to make proper adjustment to its company strategy and marketing planning for better fitness for the changing environment. This thesis takes China Mobile Communication Group Yuexiu Branch as an object of deep research into the marketing strategy in the reforming era of Chinese communication industry.Firstly, this paper presents the company's status in quo and the historical development, uses PEST theory to point out the company's external environment, such as political, economic, social and technological environment, and then utilize the Porter's five force model to analysis the industry environment which company engaged in. Then, it indicates carefully company's internal environment from marketing, human resources, organizational structure, productivity and so on. Secondly, it induces the company's extant strengths, weaknesses, sums up the opportunities, threatens company faces by using the SWOT analysis method. According to the weight of the indexes at all levels, the overall strategy of the company is proposed as following:"exert advantages, and to keep the customers of higher class as priority, and to become the expert of mobile information."The strategic target is determined as:"exert advantages of Guangzhou centric urban area, successfully keep the customers of higher class, and to become the branch who owns the highest proportion of customers of higher class and of earning from data product in Guangzhou Mobile Communication Company". The thesis points out strategic principals, and proposes strategic organization plan, HR plan, and market plan.In a word, this research applies marketing strategy principle to the development of Yuexiu Branch of Guangzhou Communication Company for determination of feasible marketing planning for future development of Yuexiu Branch...