The Improvement Research On The Marketing Strategy Of Data Traffic Service In Hunan Mobile Co., Ltd

4G technology has totally changed people's life style,mobile phones have become an inseparable part of people's daily lives,and their main function has changed from the traditional voice and SMS business into high data consumption,low network delay real-time online application.For China Mobile,it is an inevitable choice,that changing from voice business marketing to data traffic marketing,in order to adapt to the development of the mobile Internet era.However,under the massive impact of Internet OTT application,if China Mobile willing to maintain the dominant position and competitive advantage of the industry chain in the "postvoice era",it is necessary to catch up with the market changing and new technology trends,and take traffic business marketing as the starting point to promote enterprise transformation and upgrading.Therefore,facing the opportunities and challenges of traffic business marketing,how to develop traffic business marketing strategy,is crucial for China Mobile and even all telecom enterprises.Based on the theory of mainstream marketing theory,this paper discusses the concept and theory of traffic business marketing,and analyzes the four characteristics and three stages of development of traffic business.Secondly,from the aspects of users scale,traffic consumption and behavior preference,this paper analyzes the present status of traffic business marketing of China Mobile,especially Hunan Mobile,and meanwhile uses SWOT matrix analysis,draws a conclusion that Hunan Mobile should adopt a torsion strategy at present.As for specific marketing strategy,it should abandon the total cost leading strategy and implement the differentiation strategy.Finally,by summarizing the major problems that need to be solved urgently in Hunan mobile traffic business,we can learn from the marketing strategy of international leading operators such as Europe,America,Japan and Korea,and combine them with the characteristics of local market,to propose an comprehensive and detailed marketing strategy from four aspects: product design,pricing strategy,channel construction and promotion.Meanwhile,in order to ensure the effective implementation of the flow business marketing strategy,this paper aims to guarantee the strategy implementation by six aspects: performance,staff,culture,network,mobile phone and service.Trying to solve the current problems of data traffic Business marketing that Hunan mobile facing,such as decreasing market share,uncompetitive of data flow products,diminishing advantage of 4G shifting,etc.This paper provides a comprehensive and feasible flow marketing strategy for Hunan Mobile,which can be used for reference and has acertain significance for Hunan Mobile's future traffic business marketing.It is hoped that this paper can promote the process that Hunan Mobile developing to "Mobile Information Expert".At the same time,it would provide inspiration and trigger thinking for other provinces and other telecom operators,and together promote the developmentof flow business with other value-added telecom business.