| Since the restructuring of China's telecommunications market in 2009,the telecommunications industry presents "Three Kingdoms" Oligopolistic competition situation,which is China Telecom,China Mobile and China Unicom.Three telecommunication operators carry out comprehensive competition in all business areas.Followed by the beginning of 2010,telecom operator can provide voice,data,video(IPTV)triple contest services into the same field of competition after the promotion of "triple contest" policy,with wide network and the Internet.At this point,the domestic telecommunications market occur tremendous change.The telecommunication operators have to face more intense competition in the market,who were high profit.In the context of the "triple contest" strategy,how to win customers,to make the elephants continue to dance is turning into a problem faced by China Mobile,which should be sloved.After years of rapid development,the city communications market has basically become saturated,the rural communications market,relatively speaking,have space to explore.Based on the above macro background,trends and working position,this paper explore the importance and as well as the feasibility of the development of rural communications market in Wenzhou.Starting from the actual needs of customers in rural areas,the main features of the rural market,this paper carefully analysis the current rural communications market development status and problems in the trend of triple contest.Firstly,this paper analyze the channel of network accessing,purchase motivation,business packages and terminal price of the main competitors through a detail market survey of rural communications market.To provide with suggestions for development strategy of China Mobile rural market.In channel of network accessing for new customer,China Telecom,China Unicom are freely operating room-based;in purchase motivation,China Telecom mostly install broadband for free,China Unicom has advantages in favourable charges,more free internet traffic and well 3G network,in main products and tariff policy,China Telecom is mainly on like E9 package that combine broadband,mobile phone,fixed telephone,IPTV,China Unicom focus on 3G package.Half China Telecom and China Unicom's new customer are used to use china moblie from survey of new customer sourcing,but customer who never used mobile phone accounts few percentage,which shows the market space close to saturation.China Mobile is facing fierce competition from China unicorn,China Telecom.Secondly,based on the market investigation,this paper discriminates advantages and disadvantages,opportunities and threats of Wenzhou mobile through SWOT analysis,pointing out its difficulties in brand,terminal,service and channel during the development.Establishing the general principle of Wenzhou mobile's development in the rural telecommunication market:taking advantage of major share in individual market to penetrate home and Enterprise market.Last but not least,we propose suggestions on major difficulties during the market development according to the telecommunication market analysis and market survey results.Using" One Mobile"as the company's brand strategy;high and low combining price as terminal strategy;emphasizing on data and integrating as product strategy;standardized pricing and differential pricing combine and mix pricing as price strategy;and implementing social,own,electronic three channel transformation as channel strategy. |
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