| After the issue of licenses for third generation, the competition in market among three big operators enters white-hot stage. Aiming at the opposite side, every operator promotes more attractive strategy of marketing, at the same time, a great variety of maketing activities is emerging in an endless stream. The blindness of cost input appears in marketing programs when discount becomes more and more, price becomes lower and lower. In view of the popular marketing patterns, the situation between the consuming features and behavior of target groups, which situation has not been cleared, but marketing proposals has been made and a large-scale cost has also been invested, unfortunately, not only the produce has little effect, but also make the customers feel an antipathy.Under the new competition, facing the diversification, the hierarchization, and the individuation of the customers'demand, the traditional democratic enclosing marketing pattern, which is very difficult to content with the demand and the strategy of the company's elaboration. It is urgent to change the traditional marketing patterns into the elaboration markting plan.This article investigates and studies the samples, who are the China Mobile Communication Corporation customers in Guangxi, analyzing comprehensively according to customers psychological need and their consuming behavior, this project is based on the customer segmentation research of the VALS2 model (values and life style), emphasising on the customer demand, unifying the customer psychological behavior and the correspondence behavior characteristic, cluster-analyzing the sample through Two STEP, hiving off the sample customer, and then, according to the sample customer community and the entire net customer to hive off. Matching the product, the channel demand and the dissemination, and the client to estimate, we can put forward a target-oriented marketing strategy and the constructive suggestion in product, channel, dissemination of each crowd of groups. |
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