| On June 1, 2014, the policy of changing business tax for added-value tax began carrying out in the Telecom Industry. Then on July 8, State-owned Assets Supervision and Administration Commission(SASAC) ordered three Operators for deep cuts in marketing expenses for handset subsidy, advertising expenses, channel subsidy, and promotion expenses. The annual cuts were required to be up to 20% and lasted for three years. The decreased marketing expenses estimated for the first year were around 40,000 million Yuan. Under the context of increasing tax, decreasing profits and marketing expenses, and change of KPI assessment, the new challenge for operators will be how to use the lowest cost to obtain the most marketing benefits.The dissertation integrates theory with practice, drawing on a large number of data and cases, to analyze strategies of integrating big data in integrated marketing of M company of China Mobile. It aims to provide reference for marketing and management for the Telecom Industry and operators so as to help them achieve goals of lowering costs, increasing profits, and harmonious development.The research conclusions are as follows:In the Internet era, company should pay more attention to customers’ needs rather than simply impose their products, cost, channels, and promotion on the customers. The integrated marketing consists two levels, with the first one emphasizing the cooperation of different marketing functions such as sales, advertising, and marketing, and the second requiring coordination of marketing sectors with other sectors of the company. Integrated marketing not only emphasizes the importance of integration of market sectors but also the relevance of elements combination. It requires the integration of different marketing elements to achieve marketing goals of company. Moreover, the integration of big data and integrated marketing could facilitate lowering costs, increasing benefits, and positive development for Operators. |
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