Research On Group Customer Marketing Strategy Of Shaanxi Mobile Baoji Branch

In recent years,with China Mobile,China Telecom and China Unicom all obtained the 4G telecommunication business license and the right to operate fixed-line service,China’s telecommunications industry has officially entered the era of full service operation.Under the new competition pattern,operators are trying to seize the opportunity so that the market competition is rising sharply.As a result,the group customer market has become the focus and main battlefield of competition for Telecom enterprises.The process of product integration,business integration,tariff integration and value chain integration is also accelerating.In the communication market of Baoji City,Baoji Telecom Company has abundant Internet resources and fixed-line service operation experience,and is in an advantageous position in the government and enterprise market;Baoji Unicom Company has won a good reputation in the group customer by virtue of the advantages of CDMA network in the era of 3G;on the contrary,Baoji Mobile Company has an advantage in the traditional personal mobile phone market,but it’s disadvantage of technical support and marketing strategy makes it in a passive situation in the new round of group customer market competition.Therefore,it is of great practical significance for Baoji Mobile Company to adopt active and effective marketing strategy to solve the current dilemma and realize that Baoji Mobile has one in three parts in the group customer market.Based on the macro-environment analysis and micro-market research on Baoji Mobile group customer market,this paper analyses the internal and external environment of Baoji Mobile group customer marketing with 4P&4C theory,and explains the current situation of Baoji Mobile group customer marketing.According to the analysis and comparison,the main problems existing in Baoji Mobile group customer marketing are found out,and the causes of the related problems are analyzed.Then the SWOT analysis method is used to identify the advantages and disadvantages of Baoji Mobile in the group customer market,as well as the opportunities and challenges it faces.Based on this,Baoji Mobile Group Customer Marketing Strategy is proposed from five aspects: product,price,channel,promotion and service.Finally formulated the safeguard measures to ensure the implementation of marketing strategy,aimed at promoting Baoji Mobile Group Customer Market Expansion,so that it can gain a favorable position in the fierce market competition,thereby improving the company’s operating efficiency and achieving sustainable development.