Market Analyzing And Marketing Strategy Of Anshan Mobile Telecommunication

After several rounds of reform and restructuring, China telecom monopoly has already broken, in the field of mobile company in Anshan now facing unprecedented challenges, competition is mainly from Anshan Unicom, telecom the two rivals. Anshan Unicom company through rich end products took a large number of high-end customers, Anshan telecom with flexible marketing strategy also gained the favour of many low-end users and group clients, Anshan mobile company’s marketing two head trapped in trouble.Paper by Anshan mobile companies facing the external macro environment, the communications industry environment and market demand analysis, find out the opportunities and threats faced by firms; Then with the help of SWOT analysis, find out the advantages and disadvantages of the enterprise, the mobile communications market in Anshan area are the segmentation, established the urban market, rural market, individual customers and group customers market for Anshan moving target customer market, has carried on the detailed inquiry to the marketing combination.In product strategy, according to the present product situation and for the development of Anshan mobile next article puts forward a new train of thought; In the channel strategy, points out that the management and assessment of the channel as the focus of the work; In the promotion strategy is discussed, emphasized the bundled marketing idea; In the marketing communication, has been clear about the guiding ideology. Finally, this article also safeguard measures of the marketing strategy implementation stage are discussed in this paper.Paper is divided into six parts, the research background and significance, theoretical review, Anshan is the external environment analysis, Anshan movement external environment analysis, Anshan mobile company marketing strategy combination, marketing strategy and conclusion.