Research On The Efficient Organization Structure Of China Mobile 4G Terminal Marketing Objectives

In December4,2013, The Ministry of industry and information technology formally issued three4G licenses to China Telecom formally, China Mobile and China Unicom.All the4G licenses were TD-LTE. Ministry of industry and the relevant responsible person said, the three TD-LTE licenses according to the telecom enterprises apply for the issuance of the. Considering the development of LTE technology and industry maturity and other factors, the next step will be after the conditions are ripe, the issuance of FDD-LTE licenses. With the issuance of4G license, means that the three operators will be officially launched4G network and terminal commercial operation. In the competition pattern of the three major operators in the3G era of torsion, might be broken again in the upcoming4G era.Since2009, the domestic3G licences issued, after3G commercial road5years, Chinese three operation pattern completely broken, China Mobile assumes the national independent technical standard TD-SCDMA network and terminal commercial operation. Because TD-SCDMA has the obvious disparity with WCDMA at the terminal, in order to promote the rapid development of TD-SCDMA terminal maturation and China Mobile, using a variety of means for innovation, one is established by the end of2011, the terminal sales professional wholly-owned subsidiaries-China Mobile Communications Group Terminal Company Limited (hereinafter referred to as China Mobile terminal company), two is through Jicai quick way reduce the terminal manufacturers and manufacturing cost, further enrich the types of terminal products, reduce the terminal manufacturers to enter the TD-SCDMA terminal sales threshold, the three input terminal is more subsidies and marketing resources traction terminal manufacturers and social channel sales of TD-SCDMA terminal. After5years of development, the quality and the price of the TD-SCDMA terminal reached the WCDMA terminal level, at present two system network and terminal gaps in basic level.As the TD-SCDMA terminal industry leader, China Mobile terminal companies play "manufacturers" and "channel" role, contributing more than50%of the share of sales in the sales channels, has become a national and even the world’s largest terminal agents, and timely in the second half of2013introduced the China Mobile independent research and development of two TD-SCDMA mobile phone products. All along, the company to "positioning terminal market, specialization, scale", terminal and marketing agency, after more than2years of development formed a preliminary system of organization structure, the overall operation is good, smooth. At present, the terminal company personnel is mainly composed of a China Mobile group company and provincial mobile network, terminal market, business backbone members, to retain part of the core backbone also shift Ding inquiry in mergers and acquisitions, and absorb a part of social talents. Because China Mobile terminal company is a wholly owned subsidiary of China Mobile, there is no difference between the operating mechanism and enterprise culture and China Mobile, in the human resources and organization structure design reference group company and provincial mobile experience design and build, and subject to strict control of China Mobile group company. Compared with the traditional domestic terminal manufacturers and large distributors, China Mobile terminal company lacks flexibility and market in the operation mechanism, especially along with the enterprise scale expansion, big company disease problem is particularly prominent, organization structure of rigid, departmental wrangling phenomenon serious, incentive pay system human force caused by lack of outstanding personnel into the difficulties and serious loss of staff. How to establish an efficient organizational structure to adapt to the era of the4G terminal,4G terminal competition, complete the sales target, is a major problem in the background of the reform of state-owned enterprises terminal company placed under.This paper will focus on China Mobile terminal company in the marketing target, terminal4G era, marketing channels and marketing initiatives to achieve these goals in the design of organizational structure will change and innovation, at the same time as the proposed overall terminal industry related organization structure design theories and models, provide a reference for the subsequent terminal sales enterprises.