Beijing Mobile 3g Business Marketing Strategy - How To Apply Market Segmentation To Develop Effective Marketing Strategies

The content of this article is the selection of objective market and marketing mix of BMCC 3G business . The objective of this article is that to enhance competitive of BMCC~3 3G business and to increase ARPU in the future. The following is the introduction of the content. Firstly we put forward the framework of this article. Including the problem addressing, theoretical structure (STP theory), research method ( market segmentation), the sources of data, as well as the meaning this article.Secondly, we introduced the process of the questionnaire survey design, which is the main data sources in this article, including the selection of basic variables, designing of questionnaire and sampling method. This part is the foundation in this article. Thirdly, we discussed the procedure of market segmentation method based on the primary data we got from our survey, including the analysis of factor analyses and clustering analyses, and the evaluation of four segments which formed by cluster analyses.Finally, we chose the objective market for BMCC 3G business, in the mean time we applied to the analyzing result to set down appropriate marketing mix strategy for BMCC 3G business.This article is well done based on large and creditable primary data, applied to market segmentation method to provide effective marketing strategy for BMCC 3G business. We believe for BMCC, they can obtain core competitiveness in the 3G era by deep understand the real demand of potential 3G users, thus they would solve their operation problem to improve the healthy development of the whole mobile communication market in the future.We believe the thought way, methods and conclusion we offered in this article must be useful and meaningful both for BMCC and other 3G operators in China.