Research On Marketing Strategy Of Hunan Mobile Date Services In Full-service Operation Era

Following all business era coming China’s telecommunications industry faces enormous internal and external business Environmental changes, and greatly increased uncertainties, which lead the domestic telecom market showing a new developing pattern. Faced with this situation, the telecom operators in the fierce market competition that want to get advantage, must develop new marketing strategy in line with competitive environment.This paper set Hunan Mobile data services as research topic, and firstly using modern marketing theory, communication market theory, and customer relationship theory to analyze Hunan Mobile’s basic marketing status and marketing environment in all business operations era. with the help the latest theory of market segmentation, this paper focus on group market, using BCG four rules and SWOT to identify internal advantages and disadvantages of Hunan Mobile and external opportunities and threats. With the Boston matrix analysis, we propose a new pattern of product matrix in current and future years. Also by integrating theory with practice, we use horizontal and vertical comparative analysis method and the Blue Winchester full-service law to get Hunan Mobile data services marketing strategy. Namely: to embrace system of modern marketing, to implement all business operations strategy in Hunan Mobile data services, to enhance the entire business operations under the customer relationship management, to accelerate the whole marketing channels transformation of Hunan Mobil.Based on the entire business operation strategy of mobile data services and actural situation in Hunan market, our analysis have great practice value for operators which is facing huge market pressure on all telecom operators.