Research On Group Customer Marketing Strategy Of Maoming Mobile Based On Full-service Operations

With the coming of age of telecom industry, intensifying competition in the mobilecommunications market, the major communications carriers to focus competition ongroup customer market with great development potential, competition for groupcustomers increasingly intense.High value customers are key factors in enterprises to obtain higher profit,customer resource control can be said to be in the business of the group-wide businesscompetitiveness an important manifestation of the times, to seize the advantagecustomers for enterprise development is of important strategic significance. As a mobilecompany, after a dozen years of development, has achieved good results, became theworld’s biggest telecommunications carriers. Before the entire business operations,mobile companies did well in the individual market, for example in terms of networkcoverage and market share have a large advantage, coming of age but with full service,its weakness emerges in various areas, such as insufficient transport resources,information professional less reserves, low level of customer acceptance of informationtechnology products. In2012, the Maoming mobile group business income accounted formore than is in the backward position in the province, which directly reflects theMaoming mobile group marketing operations less than ideal customers. Therefore, thisarticle to mobile customer market of the group as a research object in Maoming city, setoff from their jobs, combined with the company’s development and marketing operationspractice, through the use of SWOT analysis, analyze your current marketing advantagesand disadvantages, opportunities and challenges facing; then adopted the theory ofmarket segmentation and target marketing, mobile group of customer segmentation andtarget market definition in Maoming. On this basis, integrated use of marketing,management, economics and other related knowledge, Maoming mobile customersmarket development strategy of the group. Final implementation strategy in response to policies of further concrete measures with the ultimate aim of “problem-solving” thepurpose of Maoming move in the context of the entire business operations to retain andexpand their customer markets by the group to reverse the current situation, remainmobile advantage in local communications markets in Maoming provided a reference.