Research On The Marketing Strategy Of Hunan Mobile Corporation In Data-service College Market

Since China Telecom,China Mobile and China Unicom had gained the qualification of Full-Service Operation in January 2009?domestic communication industry has entered the 3G era with fierce competition among the three corporations.As the increase of mobile phone users,market of speaking service are reaching saturation point.Data-service has become the new profit source.Furthermore,it's highly accepted by college students,which makes campuses our new focus.Through Data-service extending,corporations can enhance the relationship with customers so as to gain new profit basing on valid and steady market.That's why all the three operators are aiming the profits in colleges.This article conducted the research in four steps.Firstly,it analyzed the college data-service marketing environment of Hunan Mobile from two aspects:the external environment,which summed up the overall marketing status and the internal environment,which analyzed actual marketing strategies in colleges.Secondly,basing on the above analysis,the author found out the existed problems using 4C marketing theory combined with plentiful market research data.Thirdly,through the SWOT analysis of Hunan Mobile's college market,the author optimized the marketing strategy using the marketing experience of overseas operators.Finally,this article proved the feasibility and positive effects of the new strategy through describing the implement steps and effect evaluation among small scope.The article pointed out the develop method and direction of college date-service market in 3G era for Hunan Mobile.It aims at the increase of data-service development and economic profit so as to build optimized strategies and is of important significance for Hunan Mobile to unfold it's practical work.