Research On Marketing Strategy Of China Mobile A Branch 4G Traffic Business

With the coming of the era of mobile Internet,the business of traditional services such as phone,short message or multimedia message service continue to shrink,due to development of instant messaging service based on OTT techniques,which burgeons to an alternative to those traditional communication mode.Nowadays,the data traffic business has steadily grown to the main source of profits for Mobile Communications Operator.The three operators of China Mobile,Unicom and telecom all focus on the data traffic business.How to exploring potential clients develop customers’ habits of using data services,maintain and improve the customer value is an important issue for the operators.This thesis mainly studies the marketing strategy of the 4G data traffic service of China Mobile’s A branch under the mobile Internet environment.Combing the analysis of the 4G traffic business development status of the A branch,with the SWOT analysis of the marketing environment,this paper sums up existing problems of the 4G traffic operation,and proposes a more accurate marketing mode to deal with the complexity and diversity of the customer base and their needs.Based on the understanding of the two theories of precision marketing and big data mining,the related literatures and market research results are initially analyzed.Afterwards,the markets situation and the customer communication behavior characteristics data are further investigated.The precise and quasi marketing strategy of 4G traffic business is proposed.With the communication behavior data of a large number of customers,China Mobile A branch excavated the target customers of 4G traffic marketing by building a large data platform,and combined with the behavior characteristics of the target customers to carry out accurate marketing from the products,prices,channels and other aspects.The purpose of this study is to solve the actual problems of the data business of the China Mobile’s A branch.It is of great significance to improve the operation efficiency of China Mobile A branch and to deal with the competition of mobile Internet by researching and formulating the precision marketing strategy,and can also be used as a reference for other operators.