Research On Marketing Strategy Of China Mobile Rural Communication Market In Wenchang

The age of the Internet, communication market homogenization of the increasingly fierce competition, the communication market of our country city has gradually become saturated, so is the area of Wenchang City area, income growth is reduced, while the rural market is an urgent need to develop the blue ocean, the penetration rate is low,customers and new customers have great mining space. How to carry out effective marketing, to achieve the preservation of the volume to promote new, continued to expand market share, is the major operators have to face and solve the problem. And to enhance the market share, China Mobile should increase the rural market development efforts to enhance market share, expand the scale of the effect.The three restructuring since 2008 that China Mobile faces from the traditional voice communication competition to the competition of whole business flow, business transformation of the Internet business, opened the prelude of full service competition,the three operators will have their respective business areas extend to the field has not been touched. In comparison, competition advantage in the whole business operation is relatively prominent, such as a broadband business development experience, has had a higher fixed line business in the domestic market on the rate of broadband service brand awareness is higher. In Wenchang area, for example, the number of telecom broadband customers 48228, China Unicom broadband customers 10336, mobile broadband customers a number of 3412, the market share of only 5.5%. Therefore, China Mobile Hainan company Wenchang branch should intensify efforts to seize the Wenchang region of the rural market, to further expand the market size of the user, at the same time through the consumption bundle or a variety of promotional strategies, strengthen the broadband business promotion, to further consolidate the market share, and achieve a new share. Study on China Mobile in Wenchang rural area market promotion strategy,not only can realize the China Mobile voice, new business, but also the important breakthrough of reform and transformation of China Mobile broadband business development period, with the rural population living level, the whole business will bring greater bursts in the rural communication market.The main research area of Wenchang mobile marketing strategy, through questionnaire survey, investigation form, status of communication market in Wenchang rural areas, rural users communication consumption habits and characteristics of data mining and analysis, and combining with the theory of marketing, the use of PEST,SWOT and other analysis methods, at the same time the application of 4P theory, carry out research on marketing strategy of China Mobile in Wenchang rural areas, the aim is how to expand the market share, increase operating income, maintain market leading advantage.The China Mobile Hainan company Wenchang branch should be guided by the market, continue to customer demand as the center, to subdivide the rural customer groups, for different groups to promote different personalized packages and productportfolio, and enrich the communication channels and channels to promote the upgrading of rural customers of China Mobile brand awareness, to further enhance the degree of recognition in rural areas customers of the brand, so as to realize the protection scale extension added, and then seize the rural mobile communication market.