Research Of LZ Telecom Mobile Business Marketing Strategy Under The 4G Background

In December 4,2013, the Ministry of industry and information technology to China Mobile, China Unicom, China Telecom Chinese officially issued TD-LTE fourth generation mobile communication business license (4G license), marking China’s telecom industry has entered the 4G era. In February 27,2015, Chinese Unicom and China Telecom won the FDD-LTE license, FDD license issuance means Chinese Unicom, China Telecom can by virtue of technology of hybrid networks, at home no resistance to develop 4G business operation, fully put into the competition of mobile communication market. It is foreseeable, communication and information service level in China will be as large area 4G operations to promote and sharply. How in the 4G era, fine marketing services do a good job in 4G products, service, innovation and product technical standards system, to get more market share, is a major challenge to the present three major domestic operators face together.This paper mainly focus on the LZ communications market, according to the basic theory and methods of marketing, analysis of the external macro environment of LZ telecom company faced with the PEST method, and the analysis of micro environment by consumers, industry and competition etc.. Combined with the SWOT model to analyze the LZ telecom company’s advantages, disadvantages, opportunities and threats, but also the marketing strategy to the current mobile LZ telecom companies are analyzed, find out the LZ telecom company exists in the mobile business marketing strategy problems, and puts forward some suggestions to solve the problem:focus on the implementation of effective marketing strategies in six aspects product, price, channel, promotion, service, terminal etc.. This paper expounds the view will give the development of telecom enterprises LZ mobile service Telecom and other domestic provinces and cities to actively guide and reference.