China Mobile Group Chongqing Co.Ltd.S Branch Research On Marketing Mix Tactics Of Rural Market Development

In 2017,the State Council released the strategy of rural revitalization,which aimed to realize the modernization of China's agriculture and rural areas.With the implementation of Rural Revitalization strategy,the rural economy develop rapidly and the rural people's spending power improve largely,which also bring a new opportunity for all walks of life.As a basic industry,China's three communication operators will face new opportunities and challenges in the rural market: on the one hand,the informationization of rural areas will boost the demand of personal communication service(PCS)such as broadband and netflow;on the other hand,compared with the saturated urban market,the rural market still has a larger space.Just seeing the huge opportunities of the rural market,the three communication operators will adjust their strategies,and engage in a new round of intense competition for the rural market share.Nowadays,the homogeneous competition in the telecommunication industry is more serious.China Mobile Group Chongqing Co.Ltd.S branch company(hereafter to be shorted as Chongqing Mobile S Branch)is facing serious challenges in the rural market development.Its market share is declining continuously.The current marketing strategy can not meet the actual development needs of the company.It is urgent to formulate a feasible marketing strategy for competition and customers.Based on the research results of rural market development of communication operators at home and abroad,this paper applies PEST,Porter's Five Forces Model and SWOT analysis to analyze the internal and external environment of Chongqing Mobile S Branch,and firstly formulates the overall marketing strategy: decentralized(related diversification strategy)-product integration development strategy.Then it formulates a feasible marketing mix tactics in terms of 4P and STP analysis(that is segmentation,targeting and positioning),and finally provides a series of feasible measures to ensure the accomplishment of the above strategies for Chongqing Mobile S Branch.Theory has been closely integrated with practice in this paper,which not only has strong practical significance to the improvement of rural market share for Chongqing Mobile S Branch,but also reference value to the development of rural market for other regional operators.