The Marketing Strategy Study On Mobile Group Customers In NingXia

Chinese mobile communication has made great development. The radical change has been taken place recently with the double effect on market development of telecom pattern and a series of reform reestablishments.Consequentely, three basic operators—China mobile, China telecom and China Unicom—coexist competitively since 2009 and the combination between reform reestablishment and the issue of 3G licence. The competition has shift from the traditional voice service to information service, from simple competition of quantity of customer to double competition on both quantity and quality, and from local competition to overall competition. To this extent, the group customer as the most important source of income and profit will be the focus of all operators.The unprecedented challenge that the Ningxia branch of China mobile communication group is the competing focus on group customer by different operators. Therefore, the priority for Ningxia mobile is to take effective strategy to reinforce and develop market for group customer and their value to greatest extent.The article briefly introduces the development of Ningxia mobil and analyzes the existing problem in marketing and purchasing of group customer in Ningxia mobil with theoretical knowledge on strategy management and marketing, the combination with the macro-environment of Ningxia telecom and with comprehensive review on relevant literature. It finally summarizes all the advantages, disadvantages, opportunities and challenges Ningxia mobil have to be confronted with. Moreover, the article describes all the marketing strategies that Ningxia mobil is supposed to take with regard to the existing problem and customer needs.Under all-service competitive environment, the working focus should be "the stability of group customer" and "the promotion of information application".Besides, it should make full use of advantage of customer cost and scope, extend the potential customers with the basis of major ones and improve management, support and service for group customers.Subsequently, the overall service quality will be enhanced and the customer satisfaction will be improved.Then, both customer and enterprises will be benefit from each other when taking hold of this rapid development of telecom business.