Research On The Mobile Broadband Marketing Strategy Of China Mobile Group Jilin Co., Ltd. Changchun City Branch

Communication technology changes rapidly. With the development of datacommunication and multimedia service demand, adaption to the needs of mobiledata, mobile computing and mobile multimedia operation leads to the rise of thefourth generation mobile communication technology. Therefore we have a reason tolook forward to the fourth generation mobile communication technology to bringpeople a better future. In order to seize the market share of4G, the upper hand in thenew round reform of mobile communication, adapt the industry to accelerate theupgrade of broadband access technology, bandwidth speed development trend,grabthe issuance of4G licenses, file No.686officially released, TD-LTE networkconstruction scale of the favorable opportunity, break the competitors home market”full service to broadband service based products” advantages of bundling, tomaintain a leading position in the industry. Jilin mobile decided in2014to expandthe mobile broadband market, promote the comprehensive developmentof broadband and the whole business operation and scale.This paper selects mobilebroadband service of China Mobile Group Jilin Co., Ltd. Changchun City Branch asan example to analyze of existing mobile broadband marketing problems and theother two major competitors—Related products have been launched during the4Gera of competition in the market situation of China Unicom and China Telecom.Also, according to the orientation of market demand, carries out mobile broadbandmarketing products, prices, channel and promotion strategy, Preventive coping China Unicom and China Telecom this two big rivals to seizemarket share and consolidate measures, as well as develop and enhance brand value,improve the service system, strengthen the network construction, improve theindustrial chain of influence and strive for policy support the implementation ofsecurity measures, to ensure that China Mobile Group Jilin Co., Ltd. ChangchunCity Branch to establish a good start in the mobile broadband market marketing andfurther improve the China Mobile Group Jilin Co., Ltd. Changchun City Branchmobile broadband business marketing strategy, the promotion of China MobileGroup Jilin Co., Ltd. mobile broadband business market share, help the company toadvance economy better and faster development for the Jilin Province, to enhancethe whole society to push informatization level, improving people’s quality of lifeand information application power industry4G era development goals.Through the use of literature analysis of Jilin mobile Changchun branch iscurrently in the wireless broadband market marketing strategy, through thecollection of marketing,marketing management and other related booksand literature, from which the summary of theory and application forreference, find the troubled Jilin mobile Changchun City Branch encountered inmarketing the problem of. At the same time, in view of the case of Jilinmobile wireless broadband business in Changchun branch, through theliteraturereview, relatedproducts in wirelessbroadband mobile marketing accordingto the Changchun City branch of the problem and the two rival China Unicom andChina Telecom in the4G era launched the market competition to find the existenceof marketing wireless broadband services market, and according to theseproblems, put forward to perfect the Changchun City branch of Jilin mobile wirelessbroadband business marketing strategy, and thus enhance the Jilinmobile wireless broadband services market share. Changchun City branch of Jilin mobile marketing strategy research of wirelessbroadband services is case study, but this is a common problem of thecommunications industryoperators marketing. So the research of this kind ofproblem solving is of universal significance.