| With the furture promotion of the telecommunication trade system reform of China and a new round of telecommunications reorganization started, the domestic telecommunication trade faces the increasingly keen competition. Group's customer gradually become mainly goal to strive after as well as personal customer. Form of competition has gradually changed direction from maintaining customers and the development of voice services to the provision of information and industry application solutions. This paper takes it as the study background that Yiminhe Mobile are facing the fierce competition on group's customer's business with rivals in the same trade. It regards actual conditions of the company and relevant materials as the point of departure. It is also combined multi-disciplinary knowledge that are marketing studying, strategic management, management, etc. Using many kinds of methods such as summing up, educing etc., this essay makes full study on how to construct practical group customer's marketing tactics of Yiminhe Mobile.Firstly, based on analysis of the inside environment of the company, we discover the advantages and deficiencies in group's customer's business. Secondly, it compares the advantages and inferiority of several powerful rivals in Yiminhe communication market by the method of rival analyses, and explicates the statues and position that the Yiminhe Mobile is in the field of group customer's business, obtaining a more detailed segment and definition of target market. We propose a suitable strategy of marker leader, based on the recent research of targeting group customers to China Mobile Communications Group, and make a series of tactics in detail, which are products tactics, price tactics, channel tactics, promotion tactics and tactics of customer's satisfaction. In addition, we further elaborate the implementation and control over the marketing strategy, hoping to provide practical references to Yiminhe Mobile's marketing strategy and tactics. |
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