Discussion On Marketing Strategy Of Guangxi Mobile Integrated Informationization Product Under The Background Of Telecommunication Industry Reorganization

In2008, after the reorganization of the telecommunications market, the domestic telecoms operators merged into three by six, the telecommunications market in the competitive framework, resources allocation and development trends have changed, in stage of new full-service. Though the major telecoms operators have formed their own group client marketing system, but Guangxi mobile participates in full-service group client competition in the market for a short time, yet have no mature corporate for group client is increasing intensely, how to improve the group client’satisfaction has become an important task of all telecom operators. As the products of the group clients with high technological, but telecom operators are often not able to let the group clients know the process of product use, this creates the group clients lost. How to explore the effective experience marketing in order to promote the market of the group client development is Guangxi Mobile urgent task.By studying a large collection of literature, reference and analysis, this paper compares the experience marketing and traditional marketing, briefly introduces experience marketing5E model; Analysis the situation of Guangxi Mobile client customer market; by analyzing the current status of the implementation experience marketing, presented the problem of Guangxi Mobile’s operations in experience marketing approach: the measure on the segmenting of the group clients is unreasonable; the lack of experience channel of group clients; group clients are not participating highly in the experience and the impression management group is not in place. In order to solve those problems, this paper proposes group clients experience marketing mix strategy:experience strategy; environment strategy; event strategy; engaging strategy and effect strategy. In addition to that, the management of some key things in the operation of experience marketing can not be neglected, including the emphasis on cost-effective experience, focusing on price and experience, pricing and negotiation experience and after-sales service experience; finally design the important guarantee for the implementation of marketing strategy, including the organization security, system security.