Study On Marketing Strategy Of Tianjin Mobile Xiqing Branch Customized Intelligent Mobile Phone

On one hand, as the growing speed of China’s telecommunication industry isslowing down, and the issuance of all service operation qualification,, China Mobileis facing unprecedented external competition. On the other hand, traditional voicetelecommunication market is turning saturated, and income from voice service, textmessage and multimedia message is declining day by day, China Mobiles has bearddual internal growth pressure from both operating income and customer scale.As internet is constantly developing and intelligent phone is unceasinglypopularizing, more and more customers get used to utilizing intelligent phone forsurfing/access to internet. Being the carrier for business realization, mobile phoneterminal becomes increasingly important to support and encourage China Mobile’stelecommunication service income.Taking Xiqing Branch China Mobile Tianjin Subsidiary for example, applyingrelevant marketing theories, the Thesis indicates the challenges on sales of designedintelligent terminals for Xiqing Branch through analyzing the internal and externalenvironment concerning sales of designed intelligent terminals and drawing lessonsfrom the good experience of overseas telecommunication operators’ sales of designedintelligent terminal. Thereby it, in terms of products, prices, channels, and promotions,contributes directional thoughts and advices on how to elevate Xiqing Branch’s salesof designed intelligent terminals.In conclusion, focusing on sales of designed intelligent terminals, Xiqing Branchshould, reinforce performance analysis of terminal products, upgrade networksupporting, strengthen relevant supporting service; combining existing qualitybusiness, integrate terminal service programme to improve the competitiveness ofdesigned terminals; intensify the management of self-owned channels and socialcooperation channels for better channel control, and expand electronic channels,direct sales channels and outbound channels for multi-channel synergisticdevelopment; build professional terminal management team, enhance marketingmanagement, and innovate marketing models. The Author hopes that the Thesis canprovide new thoughts on sales of designed intelligent terminals for China Mobile’s regional subsidiaries and branches to sufficiently increase the sales of designedintelligent terminals.