Analysis Of Full Services Operation Marketing Strategy For Shi Hezi Branch Of China Mobile

As key to each enterprise, marketing strategy is the tache to connect company with consumers. Successful marketing strategy is the important guarantee and base to company continuous and healthy development. Therefore, company shall pay great attention to the establishment and implement of marketing strategy so that company can be competitive under new circumstance.The main purpose of this thesis is to analyze how to establish correct and effective marketing strategy for Shi Hezi Branch of China Mobile, as leading operator in China telecommunication industry under full competition after the reform of operators. By combining theory and practice, firstly, the macro-environment including telecommunication industry, development and tendency of full services is analyzed and introduced through PEST. After that, the current competition of telecommunication industry in Shi Hezi and own market competitiveness are been narrated basing on Michael Porter's Five Forces Model and advantage & disadvantage analysis to Shi Hezi Branch under full services competition circumstance. In conclusion, the author thinks that Shi Hezi Branch shall take different strategy in product, price, channel and promotion in individual, family and group market. Firstly, with the traditional advantage in individual market, Shi Hezi Branch shall follow differentiation strategy instead of price competition and try to satisfy customers in products and services aspects. Secondly, as freshman to family market, compared with traditional advantages of competitors, Shi Hezi branch shall expand market rapidly in low price with wireless and innovation characteristic with the limitation of fixed network and construction period. Meanwhile, Shi Hezi Branch shall pay attention to find out the real need of family consumers and try to develop fitting products. Thirdly, the key of group customers' development to Shi Hezi Branch is providing end-to-end solution and extending information technology application to mobile phone basing on mobile advantages, and then attract customers consequently by changing their working habits with our outstanding advantages.