An Analytical Study On The Marketing Strategies Of Rural Mobile Communication Of Gansu Mobile Company

In the past few years the mobile communication market of urban areas in Gansu Province has rapidly developed into a mature market with stable growth and relatively slow expansion. While, the rural area, accounting for 68.41% of the total population of the province, but a low 20.17 % handset penetration rate, a number which is far below urban area's 60.98 %, has great market potential. Today, the implementation of the country's western development strategy and the building of a well-off society has greatly advanced the rural economic and social development, and the income of the farmers, which, in turn provides a better economic environment and unprecedented opportunity to Gansu Mobile Company. In the competitive communication market today, the copmany should intensify efforts to expand rural market and market share, and further tap the potential of the province's vast rural areas.This paper, based on an analysis of the reality and characteristics of mobile communication market in rual areas of Gansu Province, together with the theoretical study of marketing, brand, strategy and customer relationship management, makes a detailed SWOT analysis of the internal and external environment of rural market and further points out the strengths, weaknesses, opportunities and challenges faced by Gansu Mobile Company. Meanwhile, this thesis segments the rural market and further determines the company's strategic focus. Finally, the thesis explores marketing strategies that the copmany should employ to expand rural market of Gansu Province.According to the features of rural market demand for mobile products and a detailed analysis of market segments, Gansu Mobile Company should choose marketing combination strategies such as enriching product lines, making flexible price system for different client base, choosing appropriate media combination and publicity approach, promoting sales in rural areas, establishing rural township-owned business hall, and expanding various marketing channels.To conclude, this thesis is aimed at providing some reference for the implementation of rural marketing strategies of Gansu Mobile Company.