Research On Evaluation Of Marketing Competitiveness Of Inner Mongolia Mobile Company

With the launch of 4G,the communications industry has entered an unprecedented era of the Internet.Due to the rapid and widespread use of mobile Internet technology,the traditional mobile phone call and text messaging usage model has brought about earthshaking changes,thus for China Mobile,Telecom,China Unicom.The way the company operates has brought a huge test.The competition among the three major operators has become increasingly fierce.In response to the country's requirements of “speeding up and reducing fees”,the tariff standards have been continuously lowered,and service capabilities have been improved,resulting in a sharp drop in operating costs while reducing operating costs.At the same time,the threats brought by other Internet industries are also increasing.For example,Tencent's QQ and We Chat businesses have gradually replaced the traditional SMS,MMS and even voice functions for the three major operators.The short MMS business has caused a fatal blow.In such a fierce competitive environment,the traditional marketing model can not fully adapt to the challenges and threats brought by the development of the times.The purpose of this paper is to discuss how to improve the marketing competitiveness of Inner Mongolia Mobile to continuously meet market demand.By studying relevant literatures and typical cases at home and abroad,combined with the status quo of China's telecom operators' industry operations,this paper uses the marketing combination,PEST analysis method,STP and other theories in marketing to pass the AHP(Analytic Hierarchy Process)to Inner Mongolia Mobile Company.Analysis of marketing competitiveness.Firstly,it analyzes the current situation of the marketing environment of Inner Mongolia Mobile Company,including the company's macro marketing environment and micro marketing environment and STP analysis,and initially draws the existing problems of marketing.Based on this analysis,the evaluation system of marketing competitiveness of Inner Mongolia Mobile Company was established.Three-level indicators were determined through expert interviews and questionnaires.The AHP model was used to scientifically derive important indicators,weights and measurement results that affect the marketing competitiveness of Inner Mongolia Mobile.Find out the weak links that affect the marketing competitiveness of Inner Mongolia Mobile Company,propose optimization strategies for the problems existing in marketing,and finally propose safeguard measures for the above countermeasures.The innovation of this paper: First,using marketing combination theory,marketing competitiveness evaluation theory,PEST analysis theory to analyze the marketing competitiveness of Inner Mongolia Mobile Company,found that the company has low broadband competitiveness,service quality decline,company CRM System utilization rate is not up to standard,inventory customer retention rate declines,sales profit declines,4G network customer penetration rate,and average revenue per user decline.Secondly,through the analytic hierarchy process,the company's existing problems are further deepened,and the evaluation model of the Inner Mongolia mobile company's analytic hierarchy process is constructed.The mathematical model analysis method is used to quantitatively analyze the competitiveness evaluation indicators,identify key issues,and formulate Reasonable development strategies and measures provide certain reference and suggestions for the business development of Inner Mongolia Mobile Company.At the same time,the article also provides some reference for the development of competitiveness evaluation of other operators.