The Study On Development Strategy Of Physical Channel Data Services Marketing Of Hunan Mobile Company

In the3G era, China Mobile is maintaining a leading position in thetelecommunication market and a high profit margin with its2G network advantage.But its growth has already slowed down, while its competitor China Unicom andChina Telecom begin to rise in the fields of3G network, and broadband network andservice integration, respectively. Data and information services become a new profitgrowth point of China Mobile. The data value-added service is the competition focusin3G era. Improving marketing ability of data service is a critical factor and essentialcondition for China Mobile to keep its competition dominant position in3G era. Byanalysing the China Mobile’s user groups, it can be seen that more than80%of themstill prefer to buy the relative products through entity channels (China Mobileproprietary stores). Therefore, it is an important job to reinforce the management andincrease the capacity of marketing through entity channels in obtaining the newcompetition advantage in the3G era.Firstly, the background and significance of the research, and the situation of theresearch at home and abroad are elaborated in Chapter one. Secondly, start atdata services marketing status analysis of the physical channels of Hunan Mobile, useSWOT analysis tool to resolve the pressures and challenges which the currentphysical channel data services marketing is facing. At the same time, through fieldresearch on client side, analyse qualitatively and explore the internal key elementswhich affect the data business marketing in Chapter two. Third, by introducingM-CAAMTA model, research on the strategy of enhancing marketing capabilities ofentity channel data business by the whole process of service marketing andpropose specific marketing capabilities strategy from six aspects as marketingconcept, marketing mode, marketing environment, marketing synergies, personnelmarketing capabilities and personnel evaluation system in Chapter three. Finally, t theconclusion of the study is applied to the practical work. The effectiveness andpracticality of the strategy are evaluated by results in Chapter four.