Research On Marketing Strategy Of China Mobile XC Company

At the end of 2013,the Ministry of Industry and Information Technology of the People’s Republic of China(MIIT)issued 4G licenses to the three major telecom operators.The China Mobile,the China Unicom and the China Telecom received TD-LTE licenses at all.While,the MIIT eliminating the restrictions on China Mobile fixed-line business,allowing it to enter the fixed broadband market,the three operators in the 4G era officially entered the full business area.After TD license issued,China Unicom,China Telecom held on the sidelines,China Mobile to vigorously carry out 4G network construction,give priority to provide high-speed 4G network,to achieve a good customer experience level,on the develop way to 4G,China Mobile got a two years lead.In February 2015,the Ministry of Industry issued FDD-LTE license to China Telecom and China Unicom.In less than a year,China Unicom and China Telecom 4G network coverage the same level as China Mobile,so far,the three operators in the whole business development into the fierce competition stage.Due to the inherent lack of 3G network system,the China Mobile user’s experience has been inferior to the opponent,the high-value customer loss is serious,ARPU continued lower than two partners.4G licenses are an important opportunity for sustainable competitiveness.China Mobile to seize the two-year gold window period,improves the competitiveness of the industry.In 2016,operating income rose 6%,4G customer net increase of 223 million,broadband customer net increase of 22.59 million.The first half of 2017,China Mobile 4G customer only net increase of 59 million,the development rate slowed down significantly.Competition in the industry has also changed greatly,the competition on the product is becoming more and more fierce,from the competition of mobile products to the whole business competition,from the telecom operators own channels,social channel competition extended to cross-border channel competition.Do a good job 4G network optimization and maintenance,research strong competitive market segments under the customer needs,do the general market,home market,group market and cluster market product design,tit for tat development strategy is related to China Mobile XC company development prospects.In this paper,using marketing strategy theory combined with market analysis,we make a comprehensive analysis of the macro environment,business status and marketing problems faced by China Mobile XC Company.First,we introduce the basic situation of the development of the company,summarize the organizational structure of the enterprise,and analyze the changes of the competitive environment in the situation of the evolution of the communication technology and the traditional mechanism.Secondly,we analyze the marketing environment of the branch from the political environment,the economic environment,the social environment and the technical environment.Through the SWOT model and other theoretical models,we analyze the internal and external advantages,disadvantages,threats and opportunity factors in the marketing environment.Through the 4P marketing theory analysis of existing product marketing strategy in the existing problems.Finally,we refer to the analysis of the existing problems,screening customer targeted survey,the use of theoretical knowledge,the existing product and marketing policy portfolio design,and strive to achieve the product has a selling point,the advantages of the policy,marketing effectiveness,sustainable development,And strive to maintain customer stability,the co-ordinate the stock customers and new customers two main highlights 4G first-mover advantage,network advantages,enhance 4G brand value,enhance the core competitiveness of broadband products,comprehensively promote the "big connection" strategic landing,Incremental income,to achieve a win-win lay a solid foundation.