Mobile Communication Enterprise Marketing Strategy Research Based On Marketing Engineering Theory

Along with formation of mobile communication industry competition pattern in our country, mobile communication enterprises' market competition is more and more intense day by day. If want to win in intense competition, must formulate scientific and effective marketing strategy. However, at present some new problems of mobile communication market is appearing in our country, for example the users' quantity continues to grow, but the speed drops; Overall service income rise, but the ARPU value continues to glide down and so on. This indicates present marketing strategy and strategy formulation have some questions. Marketing strategy formulation of mobile communication continuously concentrates on 4Ps and takes qualitative analysis method as primary method. But, along with gradually intense competition and evolution of marketing theory, traditional method of marketing strategy formulation already could not meet the needs. Therefore, must apply new marketing theory to instruct the marketing practice of mobile communication enterprise.This article reviews marketing engineering theory, takes marketing engineering theory as rationale, introduces marketing engineering theory to mobile communication enterprise marketing domain. First analyzes macroscopic environment of mobile communication industry, carries on thorough and systemic analysis to marketing environment of mobile communication enterprise using the Porter model, then proposes the necessity of mobile communication enterprise constructing marketing engineering system and constructs mobile communication enterprise marketing engineering system. Then applying marketing engineering theory, analyzes mobile communication enterprise's marketing strategy combining qualitative analysis method and quantitative analysis method, mainly analyzes mobile communication enterprise's market demand, market subdivision and target market localization through marketing engineering model, in the foundation of analyzing effect factors of market demand, forecasts mobile communication users' development scale, clearly locates enterprise's target market. This article mainly studies mobile communication product strategy, price strategy, place strategy and promotion strategy, points out and analyzes present questions in the marketing combination strategy, in this foundation, applies consciousness chart concept, designs and locates the tariffs, designs mobile communication brand competition ability evaluation model, proposes different price competition strategy, designs mobile communication enterprise place overall project solution plan, applies advertisement decision-making model, proposes corresponding promotion strategy. Finally, proposes mobile communication enterprise marketing engineering implementation and monitoring method. This research solves the shortcoming that quantitative analysis is insufficient in the traditional marketing strategy formulation, has important instruction significance to correlation enterprise's marketing practice.