4G Marketing Strategy Research Of The M Mobile Company

Since the commercial application of 4G in 2014,M branch office of Guangdong China Mobile Co.Ltd(M)has launched several activities to expand their 4G-customers,which include network construction,change mobile phones,change USIM card and change tariff offer.However at the end of December 2015,the 4G-customers of M only reached to 700 thousand,which accounted 24%of total customers(customer penetration).This result not only leads to the burthen of 2/3G networks,but also puts the 4G networks in the idle condition.Besides,due to the background of improving speed and decreasing charge policy,the voice and text income experienced significantly decrease,which makes the company more difficult to keep the overall income growth.In order to develop a marketing strategy that match with M's situation,this paper takes the 4G-customers penetration of M as the research aim.Meanwhile hopefully the strategy could help M to deal with the problems that might show up and to achieve the income continued growth.This paper applied STP strategic management theory,7P marketing strategy,4C marketing strategy and customer behavior research methods and other theories.Meanwhile through target marketing positioning and study the behavior of non-4G customers to study 4 issues of M and develop measures toward the problems.Through the research,this paper considers that the potential developing space of customer penetration of 4G is 85.5%,the potential target market scale is 186 million,there is huge 4G-customer expand space.However,the customers consider that the 4G product is incomplete,the service charge is relatively high,it is difficult to purchase the service and it is inconvenient to communicate.Meanwhile there are many disadvantages of existing marketing strategy of M,for example,the update and replacement of products is relatively slow,the tariff policy is complicated,the traditional channel aging,the propagation management method is not rich and lack of the integrated marketing capabilities.Therefore combined with 7P marketing strategy,this paper suggests that M should make improvement at the promotion of new products,lifecycle management of existing products,discounted sales,channel upgrade,channel policy modification,integrate propagation management and online media propagation,participant,physical evidence and process managementThe innovation of marketing strategy of this paper is the way to use resources,which makes the core of marketing changed and improve the capability of integrated marketing propagation and the capability of channel service,which are conform to the trend of internet era.Through the research,this paper considers that the marketing strategy of China Mobile is resource orientation,the consuming demand and consuming behavior of clients could effectively changed through the change of resources placement.Therefore,in order to effectively attract client,the company should focus on the resources and study the consuming demand of clients,and place the resource accordingly.Meanwhile the company should focus on the convenience of client purchasing to make sure the resources are placed on the client.Therefore the completed resource placement chain could be formed and finally achieve the marketing goal.