Analysis Of Marketing Strategy For Mobile Communication Market In Rural Areas Of Ji’an

In recent years, with the changes and restructuring of China’s mobilecommunication market the market becomes more and more competitive.due to fiercecompetition, Ji’an urban mobile communication market is is relatively saturated andbecomes more and more difficult for the market development. Contrast, the ruralareas with more than half of the total population of Ji’an city, mobile phonepenetration is relatively low, so there is a huge mobile communications market.Especially in recent years Ji’an government is building "new countryside", payingmore and more attention to the "three rural" and offering a variety of activefarmer-friendly policies. The implementation of these policies, greatly improves theliving standards and income levels of farmers, which provide ds a rare opportunity forJi’an mobile communications company to developing the rural market. facing moreand more competitive environment and relatively saturated urban markets, for thesustainable development of the company, Ji’an mobile communication company mustcontinue to increase efforts to develop the rural markets.In this paper, Ji’an rural mobile communications market had be broken down,and then base on this, SWOT analysis as well as Michael Porter’s five forces model isused to ana lyse the strengths, weaknesses, opportunities and threats of Ji’an mobilecommunications company when developing the rural market. In the process ofanalyzing the existing rural marketing strategy,4P theory as the theoretical guidance,product strategy, pricing strategy, channel strategy and promotion strategy isanalysis-ed and evaluated more objectively. Also respective problems and reasons arepointed out and then the targeted optimization solutions is given.The rural is very different, comparing with the city, so Ji’an mobilecommunication company must be on the basis of the actual situation in the ruralmarket, do the subdivision, and treat them differently, also the company shouldfollow the market and supply the needs of farmers and constantly develop newproducts applicable to rural areas and farmers. the promotional methods and pricingpolicies need to be more flexible, channel incentives need be more scientific and theability to open up the market should be further improved, the only this way can thecompany continue to get the market in rural areas.