| As China’s economy grows fast, the country’s urban and townshipcommunication market is approaching maturity, with new account additionsignificantly slowing down. The entire telecommunication market is seeing everfiercer competition, placing more and more pressures on mobile communicationservice suppliers. As a result, major telecommunication operators are searching fornew market. In recently years, the state has introduced a series of rural supportingpolicies, and has been increasing input in building the new countryside, facilitatingthe constant improvement of famers’ disposable incomes, boosting farmer’s needs formobile communication service. Huge potential demand on the customer’s side andstrong supplying intention on the operator’s side, plus the government’s enablingpolicy, have made rural mobile communication market a clear hotspot coveted by allmajor operators.Since the reform and opening up, the development of science and technologychange rapidly, the telecommunication industry is nearly ten years development isone of the fastest industry. China Mobile as China telecom industry’s leadingenterprises, in recent years has been made one after another brilliant achievements.However, with the development of technology and the size of the market continues toexpand, China mobile communications market competition intensifies, the high-endmarket has stabilized, the city market has been lack of development space, theoperators in the city market already could not have much room for development, eachoperator increases in customers, often from the loss to rival customers. But thecountryside has accounted for the national population three fourths of the market,tremendous business opportunities. China Mobile Group as a wholly-ownedsubsidiary of Mobile Corporation, Jilin has been integrated into the communication network covering a wide range, high communication quality, service, first-classservice in the province of the rich, the customer quantity to break through20000000.Jilin mobile from the beginning of2005for the rural market to carry out "the villageengineering",2010, Jilin mobile administrative village of the cover signal reachesabove97%, to provide convenient communication services to rural customers tofurther explore the rural market, so as to lay a basic network. But some influence thefuture of the rural market development problems still exist in the channel, service and3G mode etc..This paper summarizes the present development, Jilin rural mobilecommunication market supply and demand, competition and the consumptionstructure of rural customers and consumer characteristics. Then analyzed the currentsituation of the development of Jilin mobile in the rural market, problems and causes.On this basis, using the SWOT analysis of Shandong mobile communicationcompany to other operators advantages, disadvantages, and the opportunities andthreats, and put forward the corresponding development strategies. Based on theabove analysis, proposed the Shandong Mobile rural market products, channels, salespromotion and brand strategy, determine the overall strategy of Jilin Mobile ruralmarket expansion.If Jilin Mobile is to further expand its rural development efforts, it needs to,based on a comprehensive analysis of its own strengths and weaknesses, externalopportunities and challenges, formulate a well targeted development strategy.Speaking of its strength, China Mobile has a valuable brand which leads the Chineseor even international market, with100%coverage on all counties and cities in theprovince, and continuous coverage on all major transportation arteries. It has indoorcoverage in almost all key areas in the city. Besides, it has a high quality workforce.On the weakness side, Jilin Mobile has yet to obtain a full service operationqualification. It has a limited number of self-operated business halls in towns andcounties, and has its own drawbacks in terms of service and network compared withits competitors. Looking at the development opportunities, we see a large space forthe growth of rural communication; furthermore, the12582service system developedby Jilin Mobile has already had a strong development basis. As with the challenges, China Unicom, China Telecom and other operators have also turned their eyes to therural market and have already taken some fairly specific development measures.Service is the mobile communication operators provide the main products,customers, therefore, primary task of Jilin mobile is to improve the rural customerawareness and satisfaction, the contact point between the full attention and ruralcustomers, to comprehensively grasp the consumption trends of user and consumerpsychology; at the same time, the development of differentiated products, in line withthe needs of farmers, strengthening the diversity in Jilin mobile products, combinedwith the existing product and customer usage custom fit farmer customers rates; andto cooperate fully with the media, strong brand promotion, shaping of the brandimage, to seize the rural communication market, the ultimate goal to improve Jilinmobile market share. |
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