Group Customer's Marketing Strategy Analysis And Adjustment Research Of China Mobile Group Heilongjiang Company Limited

Telecommunication industry plays an important part in China's national economy. Now,China's telecommunication companies are facing serious competition in attracting group custormers. Under this circumstances, this paper focuses on group customer marketing strategies of China Mobile Group Heilongjiang Company Limited, trying to find marketing problems existed in the company, explore the causes of the inner, and then attempting to find to optimizing way in order to improve China Mobile Group Heilongjiang Company Limited's customer holdings and customer service quality, and enhance China Mobile Group Heilongjiang Company Limited's competitive advantage.Firstly, the paper discusses the the group customer marketing situation of China Mobile Group Heilongjiang Company Limited, introduces the definition and characteristics of group customers as well as the group customer structure of China Mobile Group Heilongjiang Company Limited. Then further elaborated problems and causes in the marketing process of China Mobile in Heilongjiang.Secondly, with the guidance of PEST theory, marketing environment of China Mobile Group Heilongjiang Company Limited were discussed from four aspects including political and legal environment, economic and financial environment, social and cultural environment,as well as scientific and technical environment. On this basis, customer marketing strategies of both China Unicom and China Telecom Group were analyzed.Thirdly, the STP theory were utilized to discuss the market segmentation, market positioning and target market of China Mobile in Heilongjiang province. Then, under the guidance of 4P marketing theory, optimization plans were designed from four aspects including product strategy, price strategy, place strategy, and promotion strategy.Finally, recommendations to safeguard the group customer marketing of China Mobile Group Heilongjiang Company Limited were put forward.