Research On Marketing Strategy Of Shandong Mobile's Data Traffic Business

With the popularity of 4G and the extensive application of mobile intelligent terminals,mobile Internet rapid development,people have become accustomed to through the mobile terminal to carry out network life,so the demand for traffic increases.At the same time because mobile applications have more social properties,making the traditional operators of SMS,voice services gradually shrinking.So the new era of traffic to become the operator's flagship product.Shandong Mobile is a subsidiary of China Mobile in Shandong,Shandong-oriented enterprises,the masses to provide communications operations services,and other operators similar to Shandong Mobile has also experienced from the voice traffic to the importance of traffic changes and take some measures To enhance the flow performance,but in the mobile Internet diversification,the characteristics of customer demand variability,the flow of marketing effectiveness is still room for improvement,according to Shandong Mobile's internal and external environment to optimize its traffic marketing strategy is very necessary.In this paper,the development of mobile Internet and the increasing demand of traffic are introduced,which is the background of the research,and the conclusion of the marketing and marketing theories are provided.Marketing theory,PEST analysis,SWOT analysis,the combination of marketing strategy and other basic theories to learn,through the classification of these theories in depth analysis of the operating environment for the Shandong Mobile,marketing strategy analysis and formulation ready;Including Shandong Mobile's development history,Shandong Mobile's various traffic packages,traffic promotion methods,channel routes,service methods,etc.Through the analysis,compared with other operators,Shandong Mobile,Shandong Mobile in the traffic management is only for the general individual customers,while ignoring the enterprise customers,but also with the network part of the blockage,tariffs and demand contradiction and other issues,which become mobile traffic marketing growth plagued by fatigue.On the basis of these problems,this paper analyzes Shandong Mobile's macro-environment,internal environment,industry environment,SWOT and so on,and thinks that Shandong Mobile has a good development environment in terms of economy,politics,society and technology;Market,products,services,technology and other aspects of the advantages of standardization,profit pressure,the lack of applications such as the shortcomings of the market demand prospects,the terminal development of the development prospects of the more optimistic;internal management mechanism is relatively scientific and rational;Rapid,mature application of the gradual existence of opportunities,but also facing technical competition,enterprise customer market competition and other aspects of the threat.Based on the above analysis,this paper concludes with the combination marketing strategy of Shandong mobile traffic,introduces the enterprise customers in the market positioning and develops the corresponding new products,strengthens the cooperation with the major electronic business platform and application tools in the channel.Service providers to further enhance the quality of services and the implementation of human services mechanism in the security strategy to strengthen network support,strengthen advertising,strengthen human resources construction.The proposed combination marketing strategy has a certain relevance to the existing marketing methods of Shandong mobile traffic products,which not only provides theoretical value for the application of marketing in telecom operators' traffic marketing in the new period.Effectively for the Shandong mobile traffic marketing products,brands,channels,services and other aspects of the increase,and ultimately win the competitiveness and efficiency.