Research Of Marketing Strategy Of Lincang Mobile Subsidiary Of Yunnan For Optimization

In recent years,with the continuous maturity and application popularization of mobile communication technology,the communication industry has ushered in an unprecedented opportunity of rapid development.The business volume has surged,the network has been updated frequently,and the industry presents a flourishing scene.In a few short years,the industry has experienced the era of 2G,3G and 4G,and is now entering the era of 5G.But the opportunities and challenges coexist,behind the boom in the industry,mobile communication,telecom,unicom three operators face the market gradually saturated,the growth rate of users began to decline,the customer is close to the ceiling and problems,such as national policy,combined with the electronic games in recent years,electronic payment,mobile video,WeChat,QQ and so on the rapid development of mobile Internet business,the development of SMS,MMS,etc the influence caused by operator profit of traditional telecommunication business service was squeezed,this led directly to the network quality of competition among operators,increasingly fierce price competition and quality competition,The ultimate purpose of competition is to compete for customers and seize the market.In this struggle,the market operation has become the key to win,marketing strategy is directly related to the future of communication enterprises fate.Taking yunnan mobile lincang branch marketing strategy as the research object,and move around yunnan lincang branch marketing strategy optimization study of this subject,starting from the current actual situation,using PEST model of yunnan mobile lincang branch faces the macro view on political,economic,social and technology environment is analyzed,using the potter five model study of micro competition environment,and SWOT model to their own strengths,weaknesses,opportunities and threats were analyzed,It is found that lincang branch of yunnan mobile has some problems,such as unclear market positioning,single product,no competitive advantage in price,single marketing means,and narrow coverage ofpublicity and promotion.In environmental analysis and on the basis of the analysis of the problems and causes,through the 4 p's theory is put forward in yunnan mobile lincang branch marketing strategy optimization scheme,based on the current mobile lincang branch in yunnan in the change of market environment,in the stock market,customer market,customer market,new market positioning business market,etc,and respectively from the product strategy,price strategy,channel strategy,promotion strategy four aspects put forward concrete optimization scheme,at the same time for the proposed optimization proposal to develop a series of security measures,It includes system guarantee,resource guarantee,manpower guarantee and system support guarantee.The conclusion of this paper has certain practical value,hoping to contribute to the market share of yunnan mobile lincang branch company.