Research On Marketing Strategy Of Public Mobile Service Of China Telecom X Branch

With the progress of science and technology and the continuous improvement of people’s living standards,mobile business has gradually become a necessity in life.Around the public mobile business,the three major communication operators in China are carrying out fierce market competition.This study aims to find the marketing strategy of China Telecom X branch,one of the three major operators,in the direction of public mobile business.This paper starts from literature research to find the direction and basis of theoretical analysis,uses SWOT model and 4P,4C theory to make theoretical analysis,and obtains the most likely preferences of consumers and the measures that the company may take in theory.On this basis,seven hypotheses are put forward and tested by empirical analysis.The empirical research part of this study uses the questionnaire survey method to test the hypothesis proposed in the theoretical analysis part.The questionnaire divided the respondents into four groups according to their age,and studied each group separately.Finally,we get the different factors that affect the choice of users in each age group,and the conclusions that different age groups are used to use the online platform,participate in company activities,potential access ways and average monthly consumption expectations,which are used to verify the hypothesis proposed in the theoretical analysis part.At the end of this study,combined with the conclusions of theoretical research and empirical research,it puts forward targeted improvement measures for China Telecom x branch from two aspects of product improvement and marketing promotion.In the aspect of product improvement,we focus on the company’s products,and propose improvement plans for the quality,competitiveness and price factors of the company’s public mobile products.In the aspect of marketing promotion,it is necessary to put forward improvement plans in terms of marketing strategy,service quality and channel layout of the company’s public mobile direction.Finally,according to the actual environment of the current operators,this paper continues to put forward three important marketing programs in the near future.