Research On Marketing Strategy For Group Customers Of China Mobile Shenyang Branch

In recent years, telecom industry structure has changed a lot since therecombination of domestic Telecommunication Service Providers and the award of3G,4G license. All of the telecom operators have shifted their focus from networkquality,the number of users, key business to full service and devoted to providinginformation services rather than traditional communication service. Group customershave become the crucial market because of its high value. As the competition goesincreasingly intense, how to preserve its dominant position in the group customermarket has become the problem to be solved for China Mobile Shenyang Branch.This paper studies group customers marketing. First of all, it introducesoperating status, group customer oriented products, the marketing team etc. Also itanalyzes the problems in marketing, such as the products which do not meet thedemands、slow response of customer needs、simplex marketing channel、weak pricingcompetitive power、to-be-improved ability of marketing team、less of controllingsystem of projects supporting and so on. After that the paper segments Shenyanggroup customers in two dimensions of customer value and different industries.Having targeted the market, it expounds marketing strategy detailedly with4Ps theoryin four aspects of product、price、promotion and place. At the same time it presentssome new ideas towards the current marketing strategy, such as developing productsaccording to industry needs、building basic sales units of sales account manager toconduct flat management and to improve the quality of service、making quickerresponse by single-point reception of important circuits、sharing client resources withRailway Communication to achieve win-win cooperation、building enterprise appsupermarket to broaden electronic marketing channels、pricing with reasonable discounts、giving business lectures. Furthermore, it suggests that by build centeringon serving the customers idea Shenyang Mobile should strengthen their training andperfect excitation mechanism for sales teams、strengthen the support of electronicsystem to ensure the effect of marketing strategies.Finally it makes a summary to the full text, explaining the shortcomings of it.The author hopes to help enterprises find and solve the existing problems through thestudies and develop healthily.At the same time the author hopes to explore some newmethods for the development of enterprises in the future.