The Marketing Strategies Research Of China Mobile Shaoyang Branch

In May2008,MIIT(Ministry of Industry and Information Technology of thePeople’s Republic China)、National Development and Reform Commission and MOFP.R.China issued “A notification regarding the deepening of telecom systemreform”.After that three companies competition pattern replaced the dominance ofChina Mobile Shaoyang Branch in Shaoyang mobile communications market.Thegroup client is a key factor that China Mobile (Shangyang) Limited can maintainleading position.But because of the shortage of Fixed-line and broadband products,it isdifficult to meet the needs of the group clients.The strength of China Mobile(Shangyang) Limited is not as good as China Telecom and China Unicom.This paper treats marketing strategy of group client in Shaoyang as the researchobject,Through the research of mobile marketing environment in Shaoyang,found thatthere are many troubles:the target is fuzzy;the marketing strategy is single;theenterprise internal mechanism is imperfect;the distribution is not reasonable;the groupcustomer service team is not optimistic.According to the analysis of the changes ofgroup client’s requirements and business structure based on mobile platform,at thesame time,combining with the experience marketing theory,brand marketing theoryand relationship marketing theory,we can segment the market of group clients andformulate five marketing goals,such as,create customer value,improve the marketshare,improve the group clients growth potential,create long-term customer loyalty,improve group customer satisfaction.For the five marketing goals,put forward Threegroups of marketing strategy:increase customer experience; Against to theimplementation of differentiation brand strategy;establish long-term friendly relationsWith customers.The research based on the long-term development of China Mobile(Shangyang) Limited,aimed at meet the demand of the diversity of the groupclients,improve the competition ability of China Mobile (Shangyang) Limited.Thethree major security system of organization, personnel, material planning ensure thatthe marketing strategy in the process of implementing get better execution.The whole article consists of five chapters, the first chapter mainly introduces theresearch background, research purpose and the significance, research methods. Thearticle also focus on The current research status of related issues. The second chapterintroduces the marketing theory which involved in the articles.But in the third chapter,first of all, it looks to the business structure of the group clients based on the mobile platform, then it analyses the current marketing environment of China Mobile(Shangyang) Limited, Finally it summarizes the shaoyang problems and reasonsexisting in the China Mobile (Shangyang) Limited marketing. The fourth chapter putsforward adjustment strategies of marketing. And the fifth chapter according to theadjustment strategies, designs the corresponding safeguards. In the conclusion part,summarizing the previous analysis, discussing and looking forward to the furtherresearch.