Study On Marketing Strategy Of Mobile Network Products In Gansu Mobile Company

In recent years, mobile communication industry has been valued more and more by all countries for its hi-tech content, no pollution, and broad prospects for development, and enjoyed a rapid growth in global market. On the background of the great development of mobile communication industry in the world, China has also made a lot of progress in mobile communication industry. Since 2014,4G network has been rolled out in China fully, accompanying the rapid increase of mobile internet speed and, meanwhile, the obvious reduction of data service charges, and a great deal of smarts phones have swarmed into the mobile communication market. These changes gave a strong stimulation to the entire mobile communication market and impelled the business structure of mobile communication industry to experience a transition. The revenue from traditional voice and short message services is gradually shrinking, while the income from newly rising services is increasing step by step and expected to exceed traditional services. However, with the adjustments of China’s policy environment, it can be seen that the revenue growth of China Mobile, one of China’s three great operators, has not all been smooth and there are both opportunities and risks and challenges in the process of its development.This article made an intensive study on the marketing strategies of Gansu Company of China Mobile on mobile network products while developing its data services. It first analyzed the internal and external environments of the company and then further discussed the company’s marketing situation and existing problems. Based on SWOT method, it analyzed the company’s opportunities, threats, superiority, and weaknesses, and, considering the characteristics of consumers’demand in the market, put forward the market positioning for Gansu Company’s mobile network products. According to the market positioning obtained through analysis and the user-centered concept, this article integrated the company’s mobile network products in making the marketing strategies and worked out the "He" brand. Using 4Ps and 4Cs marketing mix theories, it analyzed the marketing strategies of the company’s mobile network products from product, price, channel, and promotion and, specifically to the company’s situation, put forward some suggestions for the implementation of these products.This article aimed to help the company to analyze its own problems and the gap between other companies, analyze and grasp the market accurately, improve its marketing conditions effectively, promote its competitiveness gradually, and enhance its ability in adapting the ever-changing internal and external market environments.