A Research On NSN Co.,in Marketing Of Mobile Communications System Market Of Yunnan,China

Mobile communications industry is one of the fastest growing industries in international economy during last two decades. Throughout the nineties, the scale of Chinese mobile communications industry grew in a rapid speed of nearly50%annually on average. According to statistics, mobile subscribers in China increased from thousands in the early1990s to nearly1billion by the end of March2012. And China has become the world’s largest mobile communications country. However, in recent years, with the slowdown of subscriber growth, the high-growth market is shifting to a relatively saturated market. The market development changes from the lateral growth of the number of users and amount of voice traffic to the depth of data and value added services development.Further, we found the absolute speed of the operators’ business growth slowed down, affected by the transformation on international economic environment and domestic market competition. Thus the operators’ business size development driven by large-scale expansion of subscriber growth is gradually slowing down. At the same time, mobile communication industry is undergoing a revolution. An important manifestation of the revolution is the movement from common service to personalized service. The purpose of this paper is to explore the theories and methods to determine target market and implement differentiated marketing strategy in the target market. The study results have a positive practical significance in the market of mobile communications system supplier to establish their own effective marketing management system and marketing strategy.This paper started from the market, technological and competitive changes in the leads to the problem. And then it discussed the important marketing theories in the thesis, such as of STP marketing steps, differentiated marketing, relationship marketing, service marketing and the marketing theory of the Group Market, followed by introduction of the content of research, research methods and structure based on the theories. Then the paper analyzed the mobile marketing environment of Yunnan Province from the macro and micro aspects, as a basis for using specific marketing examples of NSN Company in the mobile systems market in Yunnan Province, to analyze market segmentation, target market positioning and the process and results of marketing strategy selection of NSN. Afterwards, the paper summed up the results of the analysis of the cases, extracted the methods and importance of relationship marketing and service marketing in the marketing of telecommunications systems from the cases. Moreover, the paper summarized the results and limitations of the study and tried to point out the direction for future research.