Shenzhen Mobile Marketing Strategy Research

The development of China’s telecom industry is from the establishment of China Unicom in1994to China’s three major telecom operators in the fierce market competition in2009, the monopoly of China Telecom into a more competitive market oligopoly structure in fifteen years. The business environment of telecom companies has revolutionized changes, mainly changes in the institutional context and in the structure of the telecommunications market. Substitution effects between the various telecommunications services make the competition becoming increasingly fierce and telecom market evolutes from a seller’s market to a buyer’s market.Firstly, this paper presents Shenzhen Mobile company’s status in quo and the historical development, it uses PEST theory to point out the company’s external environment, such as political, economic, social and technological environment, and then utilize the Porter’s five force model to analysis the industry environment which company engaged in. Then, it indicates company’s internal environment from marketing, human resources, organizational structure, productivity and so on. Secondly, it induces the company’s extant strengths, weaknesses, and sums up the opportunities, threatens company faces by using the SWOT analysis method. According to the weight of the indexes at all levels, the thesis points out strategic principals, and proposes strategic organization plan, HR plan, and market plan.This paper focuses on industry restructuring, competitive strategy adopted by the Shenzhen Mobile company in full-time business operations era, and the decomposition of strategic objectives and specific measures of the program. Through the basic analysis of Shenzhen mobile marketing, it presents an evaluation of its advantages, finding the main problems and causes. It develops "three new"(new business, new products, new customers) market and increases market share ratio of Shenzhen mobile companies. It should use the "centralization, standardization, information technology" as a mean of innovation and development to build enterprise system, enhancing corporate soft power.