Study On Marketing Strategy Of Retail Customers By Sichuan Mobile

With the development of mobile communication technology and popularity of smartphones, the mobile communications market gets saturated gradually, and the growth speed of individual customers of three domestic operators slows down evidently. As a result, the government and enterprise market turns to be one of the most significant segmented markets of operators, as well as the new and major source of growing receipts from enterprise. Sichuan mobile clarified three curves of corporate business and income growth in 2010, including the individual voice communication, individual phone traffic and customers of government and enterprise. After more than four years of operation, the scale of customers of government and enterprise exceeds 200000, with more than 10 million members. However, the missing of enterprise gene, with ‘individual customer + voice communication’ as the core, and fixed-line license plate will restrain the rise of income of the third curve. Sichuan Mobile has already been in weak position in the competitive government and enterprise market.In 2013, Sichuan Mobile officially determined its long-term objective of ‘taking up one third of the government and enterprise market’ after obtaining the fixed line and 4G license plate. Consequently, as the largest branch in the government and enterprise market, the quotient group customers become the target customer of Sichuan Mobile. However, for a long time, due to the deficiency of adaptive products and weak marketing channel, Sichuan Mobile lags far behind its competitors. Therefore, the study on the marketing strategy of quotient group customer market will be of important and realistic significance.In this paper, Sichuan Mobile is analyzed with SWOT method according to the current status, development trend and competition forms of Sichuan Mobile in the quotient group customer market. Meanwhile, marketing strategies of the other two competitors in the quotient group customer market are studied and compared. Afterwards, necessity of strategy optimization is summarized through analyzing the current status, customer characteristics and demands, as well as the products, channels, promotion and price in the quotient group customer market. Eventually, targeted solutions are made by targeting at the existing problem in the marketing strategy of the quotient group customer market, so as to improve the strategic competitiveness comprehensively, such as the products, channels, promotion, prices, etc. to increase the scale of quotient group market and income growth, and to assist in the accomplishment of long-term objective ‘taking up one third of the market shares’.