The Research Of Guangzhou Mobile Communication Company's TD Mobile Marketing Strategy

As the 3G approaching, mobile communications market shows a new competitive situation, three mobile operators did their best efforts to expand 3G customers,expect to occupy a larger market share in 3G. As the three operators'3G network are differences, the competition of expand 3G customers has changed to the competition for 3G terminals.Through my research of Guangzhou Mobile's TD Mobile marketing management cases, I analyzed the new era of major municipal company of China Mobile's TD mobile marketing strategy. First, I first introduced the development of Guangzhou Mobile's profile and its TD mobile phone development process,then elaborated on the management status of Guangzhou Mobile's TD mobile market, and summed up the marketing dilemma encountered in the work of marketing management. Then I conducted a detailed analysis of the case.First, I used the PEST theoretical models to analyze the current macroeconomic environment facing. Secend, I analyzed the Micro-marketing environment,the first step, I analyzed the market demand analysis and customer needs analysis, the secend step,I used the Porter's five forces model to analyze the industry's competitive environment;Third, I used the SWOT theoretical models to analyze the Competitiveness of Guangzhou Mobile, and pointed out the opportunities and challenges; Finally, I used the theory of 4P to anaylze the marketing strategy of Guangzhou mobile's TD mobile, including product strategy, channel strategy, pricing strategy, promotion Strategy, and also put forward some suggestions for improvement.Concluded this essay,I believed that mobile operator should be the integrater of the product chain, should be the leader to dominant the channel ,should be the leader to reflect customer value, should be the defenders to shape the TD brand, as long as achieving this could promote the mobile operator to resolve the problem of 3G mobile marketing successfully,and the do the better work. I hope that my research can provide a reference value when municipal company of China mobile formulate TD mobile marketing strategy .