Hunan Mobile Rural Marketing Strategy

With the rapid development of the new socialist countryside, there is a further improvement of Hunan rural economy and the consumption level of farmer has been increased a lot. Thus the competition among the mobile telecom operators in the rural market is fiercer, the mobile telecom operators are facing the unprecedented difficulties and challenges to survive and develop. How to improve the service, promote the brand, maintain the service and expand the business in the rural telecom market are the major challenges lies ahead for the mobile telecom operators.The thesis proceed from the marketing theory, studying the problems in the rural market promotion of China Mobile (Hunan) through analyzing its macro-environment and the current situation, then propose the marketing strategy for China Mobile (Hunan) rural telecom market on the basis of this study. According to the features of China Mobile (Hunan) whose growth slowing on the rural users, business loss on the voice service, business increased on the data service, multi-service and multi-products, we develop the marketing strategy which focus on how to full utilize the current resource, how to maintain the current service and expand the business, how to develop attractive telecom package service based on the features of countryside, agriculture and farmers, so that we can provide the real service farmers demand, and formulate the scale effect. Also improve the ARPU through guidance to farmers on telecom consumption and seize the effective target market, reduce the investment, increase business incomes and improve effectiveness.The study of China Mobile (Hunan) marketing strategy for rural market in this thesis has been conducted in the practical marketing activities of China Mobile (Hunan) branch office, the result can be applied directly in the market development of rural telecom business, simultaneously, it has certain reference value on the rural marketing management for other telecom operators. The rural telecom marketing strategy studied in this thesis can be further enriched and perfected in the process of deepening and innovation of China Mobile (Hunan) market promotion. Thus this thesis has a good practical application value and theoretical reference.