The Marketing Strategy Research On China Mobile FX Branch Group Customers

China mobile, as the largest mobile communications operators who have the huge users, since its establishment in April20,2000,it developed rapidly and has been chosen as the world’s top500for9consecutive years by the United States "fortune" magazine(it ranked seventy-seventh in2010),it has a special position in the mobile communication industry. Up to now, the total numbers of its customers have reached to700million, far ahead of its competitors.The customer group as one of the important guarantee the communication operator business growth incomes, plays a more and more important role in enterprise operation. China Mobile FX branch as a key strategic transformation, group customers in the FX mobile communication market is becoming more and more prominent.Analyzed the reasons for the loss of the FX branch of the group client market status, marketing strategy, competition situation, the customer group and problems. Using the theory of competitive strategy of differentiation strategy of group products were differentiated, with advantages and disadvantages, SWOT model of FX mobile opportunities and challenges are analyzed, and puts forward the corresponding marketing strategy. Group customer marketing strategy study is based on the restructuring of the telecommunications industry under the environment of FX, and such key group, large and medium-sized enterprises, individual operators in the business use of mobile phone, telephone, wireless business telephone line, group, and three operators in the investigations of the user number, competitive strategy and so on. On the basis of the analysis above, combined with the actual situation of FX mobile presents strategies of group customer marketing of FX mobile, namely the product portfolio strategy, according to different customer group differences in market of improving the overall quality of the customer managers and the enthusiasm of the training incentive strategy, improve the group customer satisfaction and loyalty of service quality improvement strategies and association marketing strategy and group customer retention.