Research On The Marketing Strategy Of DL Mobile Company's Key Accounts

Today,Global economy develop rapidly,people's income level has been continuously improved,and the amount of mobile communication consumption has increased year by year.Since the restructuring of China telecom operators,telecom,unicom,mobile operators present tripartite confrontation,though the industry still belongs to oligopoly market structure,but as the country of the adjustment of the market access mechanism,competition is no longer limited to the three companies,between mobile communication industry in the future will be more competitive.For mobile operators facing many challenges,retaining existing customers and continuously developing new customers is the key to their survival and success.Through analyze the DL mobile company nearly 5 years of customer number is found that the company key account quantity showed a trend of rising year by year,but according to this law,analysis of the company's key account ratio less than 20%and less able to create 80%of the profits,therefore,optimizing the key account marketing strategy,increases the key account retention is critical.The purpose of this paper is to provide experience for the management of the company and even the industry by deconstructing the marketing strategy behind the marketing of DL mobile company.In this paper,specific research contents include three parts:the first part is the introduction part,the introduction as the first chapter,through the research purpose and significance,research ideas and methods of analysis and put forward the core objective of this study,to analyze and solve problems at the back of the pointed out the further direction;The second part includes theoretical analysis and practical analysis.Theoretical analysis includes the customer relationship management theory,STP theory,4P,4C and 4R theory.Practice analysis of DL mobile company key account marketing status quo are analyzed,based on the empirical method to extract the current DL mobile company key account marketing existing problems,and analyses the question reason;The third part is the design of marketing strategy for DL mobile company's key account,and the solution is proposed from the perspective of integration.Through the analysis of this research,drawing on the successful marketing of mobile communications industry other enterprise experience,for the DL mobile company,the current key account in niche market development opportunities,accurate lock their own target market is critical.This first requires the matching of the products and services provided by itself and the target market of its positioning,and then the corresponding key account marketing mix strategy is needed to carry out the corresponding support.