The Research On Data Services And Relevant Marketing Strategy For XX Branch Of China Mobile

In recent years, with the growing number of mobile phone users in China, as well as the continuously enriched products categories of mobile value-added services, the number of mobile data services users is rapidly growing and its growth rate is much more quickly than that of mobile phone users. As of 2007, the number of China Mobile's value-added services users has reached 94.65% of the total number of mobile phone users. According to the iResearch's prediction, in 2010 the users' scale of mobile market in China will reach 695 million, of which the number of value-added services users is expected to reach 650 million. A huge market space has played an important role for the rapid development of mobile data services. With the gaining momentum of data services, on the one hand, it means that the operators will acquire more opportunities for development; on the other hand, it makes them face more severe challenges.Under such an increasingly fierce circumstance of marketing competition from communications business, XX branch of China Mobile has a strong sense of urgency and gravity that the branch must strive to develop mobile data services and constantly improve the ratio of mobile data services revenue. Therefore, they have been committed to the development of mobile data services; especially made great efforts to achieve assessment objectives which are established by the group company. So far, the data services of XX branch rank medium or above throughout China Mobile Group. Nevertheless, there are still many places to improve in the actual products operations of data services of XX branch, such as the branch always do more around the KPI indicators issued by superior companies in actual operations, don't understand the products' system and classification of data services well, lack of pertinence of product marketing and effective recommendation to the targeted customers, etc..The purpose of this paper is through the research and analysis for XX branch of China Mobile in these areas such as data services marketing management system, marketing implementary system and IT support system, etc. , thus it could have a deep understanding of the XX branch's current situation of the development of data services, and then using PEST analysis method and Porter's five-forces analysis model which could help research market conditions and competitive environment of the branch's data services, thereby it could have a comprehensive understanding of its data services marketing. By analyzing the marketing and competitive milieu, this paper is trying to address the problems and predicament that facing XX branch and work out an effective relevant marketing strategy by applying theories on economics and marketing management, in order to expand its data services market and sustain its leading position of telecommunications industry in that region.