A Research On Marketing Strategy Of China Mobile In Its E-commercialization

With the rapid development of Internet, mobile Internet, customer’s consumer behavior is changing gradually. Became the fastest growing industry e-commerce, Internet companies have sprung up in succession, the beyond geographical constraints, the characteristics of low cost operation make the management mode of traditional industries have encountered unprecedented challenges, for new customer consumption model, and the new competitive environment, for the strategic goal of sustainable development, the traditional enterprise marketing strategy of electricity transformation is imperative. China mobile as the world’s biggest mobile operator, has the broadest user scale and the most perfect marketing system. But in the new competitive environment, there are marketing model is too conservative, Internet channel development relatively weak faults, loss of users and potential revenues. In this paper, based on the theory of marketing strategy, marketing strategy for China mobile’s transformation solutions and evolution path of research, and the application of related theory and research methods.First, this paper introduces the research background, research significance and the topic of this article the basic train of thought.Then, in this paper the background of the development of Chinese mobile marketing strategy and development situation are expounded. China mobile is take the marketing strategy for many years without substantial optimization, its core is still around the entity has its own product system, the price system. With the popularity of the Internet, in line with "where customers, channels where" the principle of China mobile is also gradually began to attach importance to enterprise internal electronic channel construction, relying on the overall development of the Internet industry and customer spending habits change, China mobile’s also obtained a rapid development of electronic channels. But as a result of the overall architecture of the marketing strategy has not changed, just inside the channel system was expanded, and the overall electronic distribution system planning is not strong, take "decentralized operation" strategy is not comply with the principle of "unified, centralized" Internet. At the same time, in the mode of marketing, the main physical channel marketing mode in the electronic channel of simple form, not depth of research and developing its products and electronic channels and trial of the matching relation between the Internet marketing tools. In conclusion, China mobile is currently the development of electronic channels is not fundamentally solve the company overall marketing strategy of electricity transformation problem, China mobile entity channels atrophy, facing the present situation of the loss of user has not been substantial improvement.The third part, on China mobile’s marketing strategy of electricity transformation problems to carry out the deep degree analysis. In this paper, based on the theory of marketing strategy combination, combining the theory of competitive advantage in the product strategy level, points out the China mobile is currently the general product category, product differentiation, and products for the Internet to present problems; In the aspect of pricing strategy, analyzed the China mobile in the overall pricing strategy and price strategy of mobile terminal board. In terms of channel strategy, in view of the situation of China mobile channel system chaos, in system planning, channel coordination and electric business platform ability three aspects to discuss deeply the root of the problem; From promotion in sales promotion strategy, the frequency of the methods, means and form, spread in problem analysis., through the analysis of the problems is proposed in this paper the development level, it is because of the lack of from all elements of the marketing strategy combination of thinking is China mobile and improve on the layout of the Internet and mobile Internet delays in opening up the core of the problem; In the specific implementation level, due to the China mobile electronic channels for many years with unified management, decentralized operating strategy, causing a wide platform cannot mix, electronic channel system clutter is weak, the ability to carry out the marketing strategy of electricity transformation difficulty.The fourth part, combining the problem analysis, conducting China mobile marketing strategy of electricity transformation solution. In terms of product system, formulate the product layout principles of each channel; In the aspect of price system, and puts forward the implementation points channel pricing strategy combining introducing social tenants achieve a competitive advantage in the price management mode; In the aspect of channel system, planning the China mobile "1 + 31 + N" electronic channel system, and mainly on level 1 mobile market ability framework for the planning and design; In terms of promotion system, cling to the nature of the Internet to real-time, fast speed, based on Internet is China mobile’s overall marketing model are proposed, combined with the surrounding mobile business characteristics and Internet marketing and communication for China mobile’s marketing activities to carry out the optimization scheme is proposed. In order to promote the system effective, rapid fall to the ground, based on the development status of China mobile electronic channels, in this paper, the key point of electrical business upgrading and evolution path has carried out a preliminary study. At the same time, to ensure the marketing strategy of electricity transformation after the benign operation, the new assessment of electricity marketing system in operation and management, product optimization and operation monitoring and so on has carried on the systematic design.Finally, this paper concluded that only the construction of channels and expand cannot solve the customer churn faced by China mobile, the plight of falling revenues. Only through the overall marketing strategy thinking, reshaping China mobile products suitable for the development of the Internet system, price system, channel system and promotion system can fundamentally transform electrical business of China mobile, and then under the new competition environment keep competitive advantage. Also pointed out the mobile marketing strategy in China electricity transformation in the next stage of the research direction.