Sichuan Mobile Marketing Strategy Research

Before 1995, China's mobile communications market is under the monopoly of the Ministry of Post and Telecommunications. To meet the opening of communications market, in 1994 China Unicom was established. And at the end of 1995, opened the GSM mobile telephone networks, henceforth, the mobile communications market broke the monopoly. April 20, 2000, China Mobile Communication Corporation was established. China's mobile communications market began to develop rapidly, at the same time, competition was also increasing. With China Telecom and China Netcom involved in mobile communications market, a new pattern of competition had been formed in China's mobile communication market.After China's accession to WTO, China's communications market would be more open. Domestic mobile communication operators would not only meet the great development opportunities, but also face the grim challenge brought by the gradual opening of communications market to the world. The competition would become increasingly fierce. Marketing strategy making plays a very important role in Sichuan Mobile Communication Corporation, the market leader, maintaining its existing strengths, innovating and developing, and constantly increasing the competitive advantage in the fiercely competitive environment.The author attempts to use relevant theoretical knowledge in strategic management systematically , based on the research and analysis, using Porter's five forces of competition and SWOT analysis, and so on, to analyze the market competition in Sichuan Mobile Communication field. On this basis, researches in Sichuan Mobile marketing strategy using the 4P marketing management theory, compares with Sichuan Unicom's marketing strategy, and studies in brand building and promotion of the Sichuan Mobile emphatically, in the expectation of Sichuan Mobile the sustainable development of some of the recommendations and references analyzes.This paper is divided into five sections. The first part outlines the development of China Mobile Communication Industry, based on the introduction of telecom products and the course of opening in China's communications. The second part analyzes the mobile communications market competitive environment, analyzing China Mobile Communication Business of the external environment and the current Sichuan Mobile Communication market pattern of competition, based on national economic and social development environment, industry environment and technical environment. The third part analyzes Sichuan Mobile internal resources and capacity, analyzing and researching in Sichuan Mobile SWOT analysis, the relative competitive position and the strategic issues. Part four researches in the marketing strategy that Sichuan Mobile should take in current competitive environment, using the 4P marketing management theory, then researches and compares in the brand building of G-Tone, M-Zone emphatically. Part five forecasts the further development of the Sichuan Mobile and researches the development marketing strategy.This paper provides operable marketing strategy, based on the theory with practice and full consideration of the current status of domestic mobile communication operators.