| From 2G to 3G network,telecom operators have experienced the growth period of customer scale and revenue.With rapid development of mobile Internet industry during past two years,telecom operators gain the growth of data business,and also are faced with a developing bottleneck.The chief problems are as follows:(1)products of the same industry become more and more homogeneous which leads to lower profits;(2)and out of the industry,the OTT competition results a huge loss of traditional business.To China Mobile Communications Corporation,in order to maintain market share and achieve stable modest growth in cruel competitions,it needs to grasp the stock market,make a depth customer management through providing differentiated services for customers,and establish a sound marketing system.They are the core component of the existing customers,it is particularly important to do well in marketing and management of Corporation-Clients.For China Mobile Group Guangdong Limited Co.,Ltd.-Shenzhen Branch,it faces a declining market share,the loss of stock revenue,business growth fatigue and other problems in 2014.Although the development of 4G products has increased revenue in 2014,it still can not arrive the loss of the traditional business.In order to enhance the market competitiveness and improve marketing management level in mobile Internet era,from the perspective of the existing customers operation,it is necessary to do board-depth research of market segment strategy and marketing shortness,optimize current marketing strategies,and enhance the viability of Corporation-Clients.Base on the Corporation-Clients within the existing customers,corresponding Competitive Environments Strategy Model,Consumers Demands Model,Client Value Model was constructed in response to current Competitive Environments,Consumer Demands and Client Values.These models can be implemented and targeted towards the Corporation-Clients,thus reflecting the relevant Demand and Supply correlations and marketing strategies. |
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