Study On China Mobile Communications Group Marketing Strategy Based On The Entire Business Operations

With the advent of the Internet era,the rapid development of mobile communication technology is gradually changing the user's lifestyle,which also enables telecom operators to shift the focus of operations.In 2011,the Outline for the Twelfth Five-Year Plan Development was issued,and the three communication operators have started the road for transformation of the whole business and innovation development.It is essential for its restructuring and development to conduct a full service operation on the basis of giving full play to the advantages of China Mobile Communications Group.In this paper,the China Mobile marketing strategy based on the entire business operations as the research object,analyzed the new era of full-service operations of internal and external environment,the existence of China Mobile's existing marketing strategy problem.China Mobile puts a full service marketing strategy improvement measures.First of all,focus is better on the maintenance of the existing network and customer base,and importantly on high-end business users,then followed by further deepening Group customer market,expanding domestic market,focusing on the type of business income with differentiation strategy as a base.We should cultivate ourselves the insight and innovation to meet customers' demand.Specific competitive strategies include: further creating brand image of "mobile information expert",taking a local,low-cost competitive strategy,introducing a variety of Bound combination solutions,innovating the content and form of new business concepts,effectively using resources for business operations and marketing model innovation,focusing on mobile services to culture promotion and development.