A Case Study On Internet Business Marketing Strategy Of China Mobile L Branch

On the context of restructuring of domestic carriers and full-service competition, the3G era of Internet business has become the core of the various operators. China Mobile has the absolute advantage of the2G era, but it revealed to be weak and gradually lost the ability to dominate the market because of the impact of new technology, the new market structure, and the3G network market.In a rapidly changing market competition, new technologies continue to stimulate the market, in turn, the market demand is also escalating, the traditional voice services and SMS services is no longer profitable growth point, and the demand for data services is increasing. Internet market in China Unicom and China Telecom has been bisected. What should China Mobile L branch do to meet this change through the use of its own advantages and integration of existing resources In such an environment, the China Mobile begins to develop the mobile Internet field, which it is not good at.Face the competitive pressures of the other two operators who started from fixed-line, the mature Internet market does not pay for China mobile. There are some mistakes in the marketing strategy in the early days of marketing, the mobile Internet products are not well received. The China mobile can not even positive contest with other carriers, it relies on2G advantages struggling to support itself. Many individual customers broadband services are tested to be failed. At the same time, the Group’s customers growing gap between2G voice services is smaller and smaller, market has also become more difficult to seize. the situation can be described as a tough market, which is not very optimistic.This Case described problems encountered in mobile wireless broadband development. In the data center, Minister Li makes efforts for entering to the Internet market, finally she chooses the use of wireless broadband as a breakthrough for the Internet market competition. It has achieved some success in some markets, but it failed due to the mistakes of the marketing strategy, the business pricing error and a single type of business.Most of these problems are exposed in the period of rapid transformation, this paper tries to analyze these inadequacies, with the long tail theory as the theoretical basis for profiling the cause of the problem and how to deal with the adverse conditions of the existing market. The text is divided into four chapters. It analyzes the reasons for failure from the issue of pricing, business, channels, and transformation. And at the same time, the China Mobile should make adjustments for marketing strategy. Taking the long tail theory as a tool to play the advantages of China Mobile’s huge customer base, so as to achieve the purpose of the bisection Internet market, the ultimate purpose of this paper is to explore a new way for the mobile Internet business on marketing strategy.