Research On Marketing Strategy Of Communication Business Network Of Shandong K Operators

Under the circumstances of Comprehensively deepening reform, communication industry continues to implement the strategy of innovative transformation development and the integration of informatization and industrialization. This brings both opportunities and challenges for the innovative development of Shandong K operator. In December 2013, Ministry of Industry and Information Technology issued fourth-generation mobile network licenses to China Unicom, China Mobile and China Telecom, which means our communication industry has moved into 4G Era. China Unicom, China Mobile and China Telecom, China starts to extend the scope of opening in the communication industry to private capital and foreign capital. Emerging Internet communication products, such as QQ and We Chat, challenge traditional communication products, pushing Shandong K operator to seek for new break through points and motive factors.Along with the rapid development of China’s Internet and innovative progress of modern technology, online marketing employs various innovative strategies via Internet and other information technology, finding new space for development in marketing. Until December 2014,the number of China’s Internet users has reached 649 million. China’s electronic commerce transactions have exceeded 12.3 trillion until the end of 2014. Can Shandong K operator adapt to online marketing? Can online marketing be a breakthrough point for Shandong K operator’s transformation? How will Shandong K operator implement online marketing?Communication industry has its own characteristics. In addition, Shandong K operator as a concrete part of communication industry, also has its own particularity. This determines that Shandong K operator should adopt a proper online marketing strategy that is contingent with its capacity through an in-depth analysis of the particularity of Shandong K operator and the current situation of communication industry, rather than simply copy some successful template of online marketing. Hence this article, with a comprehensive perspective and from a view point of development, comes up with a further online marketing development strategy for Shandong K operator based on the research of Shandong K operator’s current marketing condition and existing problems. The details are as follows. Chapter one—an introduction, describes the significance of topic, the research background, object, method, content and frame. Chapter two—abstract for online marketing theory, first makes a brief introduction of basic theories of online marketing and then illustrates China’s online marketing development history and current situation with an emphasis on product-mix strategy, personalize dservice strategy, market segmentation and target market strategy. Chapter three—analysis on current marketing situation of Shandong K operator, first introduces China’s communication industry’s development history as well as an overview of Shandong K operator and then explains Shandong K operator’s current situation of online marketing through an analysis on its business. Furthermore, this chapter conducts PEST analysis and SWOT analysis of Shandong K operator’s online marketing, pointing out the existing problems in it. Chapter four—Shandong K operator’s online marketing development strategy, formulates strategy for Shandong K operator online marketing from market segmentation strategy,4G product differentiated marketing strategy, big data precision marketing strategy as well as above the line and below the line cooperative marketing strategy. In detail it includes differentiated marketing on brand, mobile terminal, sales promotion, product combination, produet informatization,etc.This article refers to and employs theoretical knowledge of online marketing to analyzeexisting problems in online marketing of communication products. This article, taking Shandong K operator as an example, uses SWOT to analyze advantages and disadvantages in order to find potential opportunities and threats and provides options for Shandong K operator’s strategic orientation. We hope to find a proper online marketing strategy for Shandong K operator at the present stage and provide reference for future improvement on marketing strategy.