Marketing Strategy Research About CMDA Shandong Branch

Mobile terminal equipment in communication industry (mainly mobile phone) for all parties involved in competition, including the telecommunications network operators, terminal manufacturers, mobile phone agents and distributors are transit important.In the 3G and 4G communication technology era, the mobile communication network with multiple modes coexist at the same time, due to the incomplete compatibility between networks, the terminal is often only for a specific network system, can enjoy the basic or the best network service, so the terminal has become the competition between the operators means. Specifically, when originally business carrier neutral by individual operators "customization" has become its own network, has exclusive, consumers choose the carrier, then mandatory rejected other operator’s service, but also means that must accept imposed in this vector preset service. The terminal consumer choice often means for operator selection.This paper wants to use the industry a representative provincial management company--China Mobile Communications Group Terminal Company Limited Shandong branch (hereinafter referred to as the "Shandong mobile terminal company") business model and marketing strategy, the reason of the problems, problems and coping strategies and other aspects of analysis. Shandong mobile terminal company as a specialized subsidiary of the largest domestic operators are based, in the establishment of a short period of three years inside, rapid growth to become a strong leader in the province to guide the inside of the industry and related industrial chain, its reason is worth exploring. And the Shandong terminal company both identity and market competition participants identity of Central Enterprises subsidiary, two for its role in promoting the development and restrict action, and is worthy of our in-depth study.From a practical point of view, this paper hope that through the study of mobile terminal business model and marketing strategy of Shandong, provides the reference for the further development of the company; and reflects our entire industry experience and lessons from the side, and provides the beneficial reference for the further optimization of the whole industry.