Research On Marketing Strategy Of Group Client Of A Mobile Communications Corp.

As the mobile communication and internet technology develop rapidly, the demand for transnational communication rises up constantly, and openness&globalization becomes trend in telecom industry. Since full-service operation has been implemented from year2009, carriers face a shuffle where they start at the same scratch line in3G times. At the same time, there is increasingly fierce competition in mobile communication field. Communication service providers compete in consubstantial business, additionally, differential competition among internet, media, terminal manufacturers becomes pressing.Mobile Communication Company A located in a small-medium city A in Guangxi province. In view of investigation&survey on products, charges, distributions, services and promotions provided by company A in group client market, this dissertation firstly introduces and illuminates policy, economics, industry surroundings, and micro environment where mobile communication is established under full-service operation and3G times. By analyzing strength, weakness, opportunity and threat, which company A faces to according to the group client market by SWOT, this paper argues that, limited by maturity of the industry, there is a less superiority in network and product. Nevertheless, A company still keeps a competitive advantage in network, human resource and finance due to accumulated quality of strength. Therefore, it can be deduced that threat is greater than opportunity, and superiority is greater than disadvantage. Aiming at company A’s situation, combining practice with theories of consumer behavior, the Consultant marketing theory,4R and4P, this paper approaches strategies on niche, segments and marketing to keep and enlarge the scale of clients, promoting A company to achieve its strategy target. This sentence is too long. Need to break it down into more sentences.