The Study Of Highly Integrated And Effective Marketing System Targeting The Five Segment Markets

Though CMCC (China Mobile Communications Corporation) has been taking great control of the market since the company was started, the development became less sustainable when competitions become increasingly fierce under the rapid development of mobile communication technology. In order to maintain leadership with high rate popularity in the market, variation-oriented services are needed to open up stock market while establish a series of enhanced marketing system.Particularly, Hubei Mobile as the sub-company has been recently going through great marketing pressure in terms of sales decline and feeble growing capacity. Moreover, the marketing management inside the company has problems such as case-management disorder and deficient management process. In order to enhance the company's capability for competitions and management, it is necessary to develop an in-depth study on strategy and marketing weakness.This thesis is a practical result of Hubei Mobile forming highly effective marketing system targeting five segment markets. By specified analysis on recent status of the company's targeting Market, as well as thorough research on customer needs and marketing strategy, the thesis is able to give five segment market concepts as group-customer market, rural market, family market, campus market and Internet-of-things market. Meanwhile, by undertaking a number of methodologies such as reference research, positivism research, field study, data analysis, questionnaire, and summing up past experiences, the thesis not only estimate Hubei Mobile's marketing capability but also break through the problems under its marketing system. Above all, the thesis brings out a problem-solving package for a highly integrated and effective marketing system targeting the five markets. Anticipated result is achieved after the implementation measures.