Research On Marketing Strategy Of Group Leased Line Business Of China Mobile Communication Corporation G Branch

The situation of competition of three core basic communication operators, China Mobile, China Telecom and China Unicom, is developed in China after restructuring of basic operations of the telecommunication industry in 2008.In 2009, the state respectively issued three 3G licenses of different communication standards to the above three companies. In 2014, the state issued three 4G licenses of TDD-LTE technical standards and licenses to operators which are simultaneously engaged in operation of the fixed network and mobile network. The business competition of the domestic communication industry becomes increasingly fierce. The mobile communication business as the traditional advantageous project of China Mobile is subject to strong impact of China Telecom and China Unicom. The mobile communication business develops significantly slowly, and the market share drops greatly. Therefore, China Mobile has actively adjusted the operation strategy of the company accordingly, which enhances the initiative to the fixed network market. It focuses on the dedicated-line business expansion of group customers and makes efforts to develop the Group Leased Line market with large profit margins in the overall revenues of other operators and expand the overall revenue source of the company in order to be leading among communication operators in China.The paper adopts China Mobile G Branch as the empirical research object and aims to increase the Group Leased Line business revenue and market shares. According to the current situation and problems of marking of the Group Leased Line business, the marking environment of China Mobile G Branch is analyzed according to the relevant marketing theory. Based on the PEST analysis, Porter’s analysis of five forces and SWOT analysis, the target market and market positioning of Group Leased Line business of China Mobile G Branch is further divided. The marketing optimization strategy of Group Leased Line business of China Mobile G Branch is put forward from the viewpoint of product, price, channel, promotion, etc. Finally, the guarantee measures for implementation of relevant strategies are put forward.The study of the paper is of significance in analyzing how China Mobile G Branch can promptly grasp the opportunity and meet the challenge according to the overall strategic goals in the severely competitive era with opportunities and risks, improve the marking effects by means of optimizing the existing marketing strategy, and finally realize the pursued marketing goals. The information can be used by companies in similar situation for reference in the present severe market competition and has strong practical significance.