Marketing Strategy Based On College Orientation For D City Mobile Company

With the high development of China’s Mobile Communication industry for a dozen years, the market saturation has improved gradually, and the competition of the market has become more and more fierce. In Henan province, the mobile communication market is still led by China Mobile, China Unicom and China Telecom, but China Mobile lost heavily in the era of 3G. With the issuance of 4G licenses, China’s Mobile Communication industry enters into the 4G period. For China Mobile, it’s particularly important to take advantage of the key period of the issuance of 4G licenses in order to overtake around the curve again. And the college market, as a specific segment of the markets, always being the contested spot of the telecommunication operators, is still valued in the 4G period. Although the college students’consumption ability is limited, they are important sources of the high value community in the future. Meanwhile, the college student’s interest in applying and experiencing new technologies is most obvious among all age stages, which is of a certain representativeness in the promotion of 4G. Therefore, the college market has become the important battlefield in promoting the development of 4G.Firstly, the research progress of 4G communications standards, the application at home and abroad, and the application situation in the college market are discussed. Then the related marketing theory and the research progress of the communication industry’s present marketing strategies at home and abroad are sorted out. The strategic marketing theory and marketing management theory are emphatically introduced. The development status and the relevant standards of 4G are described, the competition policy and the relevant characteristics of the campus market under the background of 4G at home and abroad are particularly stated. Afterwards, standing at the perspective of China Mobile in City D, the current situation and the competitive environment of City D’s college communication market is analyzed based on the aforementioned theories. By utilizing the PEST (macro-environment), the five-force model, and SWOT model, the external competition and threats, as well as the internal strengths and weaknesses of the campus market faced by the China Mobile in city D are discussed. Finally, aiming at the college market in City D, the characteristics and needs of the target market are determined by means of questionnaire, according to the competitive environment analysis and the consumer behavior characteristics analysis. As a result, for the organizer market and the consumer market respectively, the marketing strategies of welcome the new arrivals in the college market in City D are analyzed from the 4P theory dimension, and then the recommendations are given.