Research On The Regional Marketing Strategy Of CMCC Based On The Experienced-marketing Theory

In recent years, tremendous changes are taking place in global mobile communications markets. The traditional voice services grows slowly and the value-added services market grows rapidly. The connotation and extension of traditional business expands gradually, accelerating the process from communication services to information services which is called the largest industry. In China, the development of value-added business has become a powerful driving force which changes the pattern of industry growth, achieves the successful transition of Telecommunications operators and sustainable development of Mobile Communications Industry. At the same time, with the coming of experience economy era, the homogenization of the telecommunications business, services and technology has become increasingly obvious. Along with the cruelty of market competition, consumers'demand tends to be more diversified and personalized, and the fact is that the traditional marketing strategy can not fully adapt to the new economic patterns. Therefore, the operators and scholars are more concerned about how to improve the mobile value-added service penetration by the way of using effective marketing strategy.After discussing the nature and characteristic of experience marketing and the differences between the traditional economic patterns and experience economy, this paper focuses more on the thinking adjustment of China Mobile Communication marketing strategy in experience economy era. Through an in-depth analysis of mobile communication users'consuming psychology and value trend, the paper combines industry characteristics, product characteristics, regional characteristics and several other distinct factors. And it also categories the target consumer market, making the most of the advantages of experience marketing pattern. So the paper makes a targeted regional marketing strategy of China Mobile Communications Corporation (CMCC) which is based on Philip Kotler's 4P's theory . This strategy strengthens the customers'experience on marketing idea, fully satisfies the consumers'personalized demand and establishes China Mobile's brand image.The research has achieved innovative results as followed:1.The research chooses the typical example of experience marketing, representing communications industry, as researching object. At present, the research in domestic is centered on the premise of the users'consuming psychology and the in-depth theoretical research of communications industry's experiencing strategy is empty. Therefore, the choosing of theme is innovative and forward-looking.2.Based on the 4P's theory which is after the marketing strategy, the article makes a value assessment of CMCC market, makes a research on the consuming psychology of the users and deplores the consuming demand of potential users. Through these ways, the research establishes the concept and pattern of experience marketing strategy for the CMCC which is carrying on in the circumstances of modern economy.3.The paper proposes the CMCC regional marketing strategy which is based on the experience marketing has been tried several times in real commercial combat. It meets the development of mobile telecommunications market and possess strong practical value.