Research On Rural Marketing Strategy Of Yongshun County Branch Of China Mobile

In recent years, three major communications carriers fierce competition in the mobile communications market in the city makes the city market saturation.Intense price competition led to the urban market communications market price confusion, lower ARPU value, greatly damaged the company’s short-term and long-term business benefits.In order to seek better development, communications operators must develop new markets.Since the reform and opening up, the rural economy has been developing rapidly, the living conditions of rural residents has been greatly improved. The improvement of the income level of rural residents provide an good economic conditions for the development of rural mobile communications market."Building a new socialist countryside," is China’s major historic task.Information technology is an important goal to achieve a new socialist countryside construction.This is an important challenge to telecommunications companies, while also providing a new development space for the development of various telecom companies that telecom companies can take chance of this opportunity to get rid of the intense price war.Rural mobile communications market with good economic fundamentals and policy support has become the battleground of three communications carriers.Therefore, to carry out the marketing strategy of Chinese mobile communications market in rural areas, for the development of the rural mobile market, develop new profit growth point, improving corporate earnings has important practical significance.Yongshun County Branch of China Mobile (hereinafter referred to as Yongshun mobile) based mainly in the rural market.It has some problems and difficulties in the development of the rural mobile market. To solve these problems and difficulties, this paper based on the theory of marketing, try to analyze the rural market environmental of Yongshun mobile an make out the corresponding rural marketing strategy. Firstly, this paper introduces the theory of marketing environment analysis, market segmentation and positioning, marketing mix strategies;Secondly, This paper analyzes he rural market environment of Yongshun mobile by using the PEST analysis and five forces model analysis, and deeply analyzes the strengths and weaknesses, opportunities and threats of the rural environment movement.Finally, counting to the strengths and weaknesses, opportunities and threats of Yongshun mobile and based on the marketing 4P theory, this paper presents the development of rural markets Yongshun mobile marketing strategy, and to develop appropriate security programs to ensure the smooth implementation of the marketing strategy.Based on the theory of PEST, five forces model and SWOT analysis,This paper systematically analyzed the marketing environment of Yongshun mobile, and developed a corresponding product strategy, pricing strategy, channel strategy and promotion strategy. It has important reference for China Mobile to develop other rural communications market.