The Study On Marketing Strategy Of China Mobile Wuchang Branch

After 3G licences is issued, mobile communication operators begin to recombine. The competition of the domestic mobile communications is more and more fierce. All the telecom operators have recognized that the time of limited competition has gone and the whole business competition has come. The advent of the new technologies and new environment means that the original advantages and disadvantages would possibly change at any time. Mobile, Telecom and Unicom have carried out strategies fighting over the customers. The fee is decreasing step by step, and the market competition is becoming increasingly chaotic. Since 1999, in Wuhan, Mobile, Unicom and Telecom have taken all measures to compete for customers and seize the market. Wuchang branch is a regional operating unit of China Mobile, with responsibility for all telecom business in Wuhan Wuchang district. In the increasingly crucial competition, in the situation with both challenges and opportunities, in order to keep the lasting and healthy development and confront all kinds of challenges, Wuchang Mobile should formulate completely new and effective marketing strategy, according to the features of 3G and the whole business competition, and analysis of the internal and external environment.This paper, mainly through analyzing the internal and external environment of the Wuchang Mobile, established its marketing strategy of the 3G and the whole business competition time. In this paper, Chapter I is to examine the background, significance, methods and theoretical basis; Chapter II is to analyze the external environment of the Wuchang Mobile with the method of PEST; Chapter III is to analyze the external environment of the Wuchang Mobile with the 4P theory; Through analyzing the internal and external environment of the Wuchang Mobile with the method of SWOT, Chapter IV identifies the advantages, disadvantages and existing opportunities and threats, which provide important evidence to develop the proper marketing strategy. At last, after analyzing several aspects that influence development of the company, the paper provides strategy objective,a series of strategy principles and strategy plan fits for company development from aspects of product, price, place and promotion. Then a set of marketing strategy system of Wuchang Mobile in 3G and the whole business competition time is formed.