The Research Of Strategy On The Corporate Customer Base Of China Mobile, Langfang Branch

This thesis first identified the object of interest, i.e., the corporate customers of China Mobile (LangFang). Such customers were then classified according to China Mobile's standard practice guidelines. Based on such a classification, an attempt was made to thoroughly understand the changing business environment of China Mobile (LangFang), in the wake of the recent reorganization of the telecommunication industry. Using SWOT, the current status of China Mobile (LangFang) in terms of marketing and serving the corporate customers was examined.The current position of China Mobile (LangFang) and the fierce competition it's facing in the corporate customer market were then analyzed, case-studies were presented. Based on the thorough understanding of its strengths and weakness, it recommended an overall goal of further developing in the corporate customer market, in order to make its corporate customer base "larger, stronger, better, and solid". A progressive marketing strategy of "stabilizing, exploring, and expanding" for our corporate customers was proposed, and an intelligent integration of marketing and service was concluded as the most needed step, based on the "4 P's" principle in marketing.Finally, this study proposed the necessary measures to ensure the effective execution of the marketing strategy in attaining and retaining corporate customers, and outlined a mechanism for a long-term healthy growth of China Mobile's (LangFang) corporate customer market.Through a complete and thorough study, this thesis clearly depicted the new challenges China Mobile, especially its LangFang Branch is facing, and proposed the strategies and specific measures China Mobile should take in the competitive corporate customer market in LangFang. It may serve as guidelines, for both the present stage and for the foreseeable future, to a healthy development of corporate customers of China Mobile (LangFang).