The Research On Marketing Tactics Of CQYD Company

With the rapid development of the economics, the mobile telecommunication industry develops rapidly in China, but the uncertainty of the market environment makes a great challenge. CQYD company is the leading company on Chongqing telecommunication market, but as the competition becomes more and more furious, the speed of the subscriber increase slows down and the average revenue per user (ARPU) declines. So it is very important to study the market situation of CQYD company and make suitable tactics.This essay uses the basic theories and methods of marketing research, including environmental analysis method, research method, market segmenting method and "4Ps" method, and concludes the macroscopic & microscopic environment of China Mobile Communication industry form different points of view such as politics, law, economics, techniques, financial rules and main competitors/services on the market. The essay also gives information on how the industry will develop in recent years.The essay mainly focuses on CQYD company and uses market environmental analysis, subdivision and "swot" methods to deeply analyze the competition situation of CQYD company, especially on the main competitors in Chongqing Market, such as their income, service, network, scale of subscriber and investment, and the strength, weakness, opportunity and threaten of the CQYD company. The essay also gives imformation on how to segment the market and the main segmented markets of the company. The essay uses the theory of "4Ps" and points out the main problems in the marketing management of CQYD company, which include product, pricing, distribution, brand and VIP market development. The essay concludes that it is very important for CQYD company to execute differential tactics to satisfy different groups of customers and to design the product in accordance with the main brands. It also gives evidence to show how essential for the company to choose appropriate distribution combination and develop data service and VIP service precisely. Apart from the tactics, the essay also gives details on how-to-do, which is very practical for the company.