The Shaoyang Mobile Group Customer Marketing Strategic Studies

Since the restructuring of the telecommunications industry in2008, the telecommunicationsindustry has entered the era of full-service competition, the main competition is among ChinaMobile, China Unicom and China Telecom. Major telecom operators in order to get more andhigher-quality customers have to compete fiercely with each other. Group client market as ahigh-value, high-return market has become the battleground of the three major telecom operatorsSpecific to the group client market of Shaoyang, during the past three years Shaoyang Mobilehad faced the loss of high-end customers, ARPU declining and the cost-benefit ratio reduced yearby year. This poses a threat to the leader of Shaoyang Mobile. There are many reasons causing thisphenomenon, but in the group client market Shaoyang Mobile did not develop a clear marketingstrategy is one of the important reasons.This article aims to study Shaoyang Mobile ’ group client marketing strategy, in order toprovide a reference for Shaoyang Mobile about how to develop a reasonable customer marketingstrategy of the group client. The main research works are:First, this paper developed a theoretical analysis framework. The main idea is: MarketingStrategy analysis--Marketing Strategy choice--marketing strategy implementation. This part ismainly Analysis on three aspects of the theory of marketing strategy, to lay a solid theoreticalfoundation for the later.According to these theories and combined with the actual situation of Shaoyang Mobile,including the macroeconomic environment, industry environment and the internal and externalenvironment integrated analysis. Mainly analysis on the Shaoyang Mobile`economic and policyenvironment in terms of the macro environment analysis; Porter’s five forces competitive analysismethod is mainly applied in the industry environment; basis and then use a SWOT analysis ofShaoyang the analysis of the strengths, weaknesses, opportunities and threats and positioning.The basis of full theoretical analysis and practical analysis, this paper considers the ShaoyangMobile`s overall marketing strategy should be differentiated marketing strategy, and strive tocreate a unique advantage in the quality of products and services, and should according differentgroup client to develop different marketing strategy.Finally, this paper presents some specific suggestions on how to implement Shaoyang Mobilemarketing strategy.