Study Of Rural Marketing Strategies Of Chenzhou Mobile Communications Company

In the past few years, the mobile communication market of urban areas in Chenzhou has developed into a mature market with stable growth and relatively slow development. While, the rural area, accounting for 57.64% of the total population of the region, is far below urban area's 59.7%, has great market potential. Today, the implementation of the Two City Construction Strategy and the construction of a well-off society has greatly advanced the rural economic and social development, and the income of the farmers, which, in turn supplies a better economic environment and unprecedented opportunity to Chenzhou Mobile Company. In the competitive communication market nowadays, the company should intensify efforrs to expand rural market and market share, and further take advantage the potential of the vast rural areas.This paper, based on the analysis of the reality and characteristics of mobile communication market in rural areas of Chenzhou, together with the careful study of marketing, makes a detailed SWOT analysis of the internal and external environment of rural market and further points out the strengths, weaknesses, opportunities and challenges faced by Chenzhou Mobile Company. Meanwhile, this thesis divides the rural market and further determines the company's strategic focus. Finally, the thesis sets marketing strategies that the company should employ to expand rural market of Chenzhou. Based on the feature of rural market demand for mobile products and a detailed analysis of market segments, Chenzhou Mobile Company should choose marketing combination strategies such as enriching product lines, making flexible price system for different client base,choosing proper media combination and publicity approach, promoting sales in rural areas, establishing rural-owned business hall, and expanding various marketing channels to grasp the core area of the rural market.