The Research On4G Marketing Strategy For The A City Mobile Communication Branch

In the era of3G, China Mobile、China Unicom and China Telecom all had thewhole business license, then they competed with each other fiercely. It is known thatChina Mobile originally lied in the absolute dominance, however, in the era of3G,China Mobile had lost its dominance because of its poor3G technology. The A CityMobile Communication Branch(in the paper，referred to as “A Mobile”), which is abranch of China Mobile, has also trapped in the poor3G technology. And then AMobile lost its dominance and its profits. Therefore, this paper is trying to analyze thecircumstance of A Mobile to make a4G marketing strategy, which fits the internal andexternal marketing environmental requirements of A Mobile. And hope the marketingstrategy will help A Mobile, for example, the marketing strategy can be a reference.First, the paper reviewed the theory of marketing strategy to make sure that whatis marketing strategy, how to analyze the marketing circumstance, how to plan amarketing strategies, how to guarantee the smooth implementation of marketingstrategy, and so on. Through the reviewing the paper could have a solid theoreticalfoundation. Then combining the marketing environment analysis theory, the paperanalyzed the internal and external marketing environment of A Mobile. From theanalysis, the paper found that A Mobile had a good marketing environment toimplement the4G. A Mobile has much more advantages and much more opportunities.Then the paper developed a4G marketing strategy for A Mobile. In the marketingstrategy, A Mobile should implement differentiated mobile marketing. A Mobileshould supply different products and plan different marketing mix in different marketsegments to enlarge the market share. In position strategy, the paper suggested that AMobile could take advantage of4G technology to supply different product to enhanceA Mobile’s advantage. In the end, the paper gave some suggestions for A mobile inintegrating marketing resources and the marketing control to ensure the marketingstrategy implement successfully.