| The telecom industry developed very fast, after departing from the government in China. China Mobile is the biggest communication company. MoQi Mobile is the branch of China Mobile, being the top communication company in MoQi. But in 2008, the whole telecom industry changed again, it is getting urgent and necessary for MoQi Mobile to know how to keep the growing sped and how to keep the top position.The dissertation utilized the theory of Marketing to discover the opportunities and threats, the strength and weakness of the company. The dissertation provides the optimal cost supplier marketing strategy by SWOT under the guideline of the company strategy. During the process of analysis, according to the entire branding planning, the dissertation found new target costumers and provides detailed market developing strategy by market segmentation. MoQi Mobile communication company carries out emphasize renovation of service and diagnosing & analyzing every contact point with subscribers, dynamically grasping subscribers' consuming psychology and trend, periodically, rationally and comprehensively measuring subscribers' satisfaction. It is necessary for MoQi Mobile to improve network quality, build diversified brands and flexibly set down price standards suitable for different groups of subscribers in accordance with brands and service quality. Simultaneously choose appropriate media combination and drumbeating method to perform integrated advertising. With the help of modern marketing method, broadly utilizes commercial retail network, it establishes monitor system to agents and wide marketing & marketing channels. This paper is meaningful for MoQi Mobile and other Mobile companies to make novel marketing strategy. |
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