The Research Of Liangshan Mobile Rural Marketing Project Risk Management

As national economy and IT industry developing rapidly, the construction of broadband Internet has being gained breakthrough development in our country, which has overwhelmingly facilitated the lives and work of our citizens. But the distribution of Internet is not balanced between cities and rural areas which are still in shortage of connection with the outside world. Generally, compared with in cities, telecom operators may undertake more risks to open up market in countryside, and it’s more difficult to recover its costs. However, the business of broadband Internet in rural areas is becoming more and more extensive to bring new hope of profits, because the competitions in cities have grown more intense than ever before.In recent years, the competition of telecom operators has focused on Internet business in city suburbs. When it comes to struggle out some share in rural market, there is a problem need to solve that the high risks faced in developing rural business. Therefore, the study of risk factors and risk-controlling of rural Internet business is essential to figure out effective measures to reduce the possibility of risks and avoid the loss of the operators in exploiting village market, and lift the possibility of business success.In the thesis, the broadband Internet business of Liang Shan branch of Sichuan Mobile Company is taken as the study background. On the basis of the previous concerning study findings, we put the key point on study of marketing risks in rural Internet business. The current status of Internet business and project background in Liang Shan Branch has been described at the beginning, and the model of selecting schemes using SWOT combined with AHP is presented then. In the end, in guide of the theories of project risks management and marketing risk management, we analyze the risk factors and conclude the measures of recognition and assessment, then present the way to deal with these risks. By setting up the model of Internet marketing risks management in Liang Shan Branch, we not only give the constructive suggestion for reference, but also enrich the system of marketing risks management of China Mobile.