A Study On The Marketing Strategy Of Mobile Communications Enterprises In Heilongjiang

Competition structure of mobile communications market comes into being in China with the new comer growing fast and the price of mobile communications dropping, which pull the market to develop very quickly. The mobile network and the numbers of mobile communications users in China are the top one of the world at present. However, the organizational structure, management, establishment of marketing strategy and marketing communication of Chinese mobile communications enterprises do not fit for the position of the number one in the world.The paper applies Michael E Porter's model of industrial competence to analyze the marketing environment of the mobile communications enterprises in Heilongjiang province. On the basis of it, positioning of the target market are analyzed. The paper establishes the market mix strategy for the group user and the personal users (including high, middle, low user), combining the modern management theories including strategy management, marketing management and core competence theory, with the practice of mobile communications enterprises of Heilongjiang. By emphasizing the systemic, dynamic and interactional concepts, the paper puts forward the countermeasures of marketing mix of mobile communications enterprises in Heilongjiang from the point of view of coordinating development of enterprises and environment.The paper applies the qualitative analysis and quantitative analysis, macro and micro analysis methods. The conclusions of paper are valuable reference for mobile communications enterprises in Heilongjiang to apply scientific methods and means managing marketing activities. Scientific marketing activities are beneficial to three parts, which are nation, enterprises and consumers by building the normative, favorable competition environment. Effective marketing can alsoimprove the competence of enterprises and match the needs of competing inglobal market.It is emphasized in the measures and suggestions of paper that using the differentiated price competition, building the modern management model of core of user and constructing learning organization, which are the important measures for mobile communications enterprise to keep up the core competence and to improve innovation ability.