The Luohe Mobile Market Research, Positioning And Marketing Strategy

Along with accomplishing of telecommunications enterprise's restructuring and closing to gradually of 3G times, China's telecommunication market can be faced with intensified competition more. As a member of the telecommunication market, the patterns LHMCC and LHUCC the two oligarch competitions also will be broken on the mobile communications market of Louhe, but a market with more players, and the LHMCC will be faced with very big impact. Active research on the market sale strategy of LHMCC will help it to stay in a positive and favorable position in the upcoming intense market competition and hold the advantage of being a major operator.This thesis summarizes the current situation, characteristics, the environment and challenges it faces, and analyzes the competition status of the Luohe mobile communication market in depth. Furthermore, the thesis pointed out the problem that the mobile company in Louhe exists in the aspect of the marketing. On that basis, to having carried out data mining and investigation in Louhe mobile communications market, by way of the market segments, predict to the latent quantity of the market in general, and point out along with the acceleration of the social aging population and the fast development of the rural economy, the rural market will be the major development goal of the mobile operator. Seniors and women living in town will be the potential groups of customers, and the LHMCC must optimize and adjust the marketing strategy to keep the market leading position.To this end, the LHMCC must further improve the product strategy, constantly improve network quality, and develop informationization solution based on mobile terminal actively to expand business and service of client of group. It needs to extend the information-providing quota and life serve range of mobile communication, improve the affiliation of the customers. LHMCC needs to improve the market controlling power of the enterprise by way of founding the service brand, constantly promotes the customer loyalty, decrease alternative costs and usage risk of customers, and strengthen the distinguish among brands though service in order to diminish the dilution of brand due to the switching of customers between brands after 'double to single'. As of brand strategy, LHMCC should keep enriching customer brands based on market segments, continuously implement client's brand transferring on the basis of the customer care. We should also combine brand quality and service quality, use the nimble pricing strategy of the differentiation that is fit for the different consumer groups. In addition, we should reduce the service cancellation rate and keep the long-term customers though customer management. Furthermore, we should improve the loyalty of the channel at the same time by way of interest means and cultural concept consolidation, and implement channel personnel authentication system, improve professional ability of channel personnel, and strengthen the marketing service capability of the rural channel.