| With the reorganization and reform of the telecom sector , the future 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. Six companies from the telecom sector, reform to three companies. The three companies become the full-service operator, not only own the mobile service but also have the fixed-line business; the competition is further exacerbated because the telecom sector is turned into three oligopolistic companies. Ministry of Industry and Information issue 3G license to the three companies in the same time. Although China Mobile has been avoided to be spited, it owns the 3G license which is not very mature and the TD-SCDMA network is beginning to be built. After the reorganization and reform, even though China Mobile have a full-service license, but it still have a lot of disadvantages compare with China Telecom and China Unicom about its broadband services and network integration capabilities. If China Mobile can not create the new value of the development it will be facing a serious crisis.This Paper is based on the Jilin Mobile communications market has dramatic changes. Research on the marketing strategy of mobile communications market under the new circumstances of competition plays an important role on mastering the development of Jilin Mobile communications Corp. In Mobile Corp., the major clients, compared with individual customers, have more individuation, are more stable, and contribute more to the increase of added values of the Mobile Company. Consequently, it is essentially important for Mobile Corp. to obtain advantageous positions via offering customized service to major clients, providing comprehensive information solutions, and increasing its dependence upon the business of Mobile Corp.. This paper bases on the practical questions of Jilin Mobile communications Corp. and uses the marketing, strategic management, customer value and other related theories to research on the marketing strategies of major customers market. This Paper, at the very beginning, introduces the development of the communications industry and the situation of the Mobile communications market, analyzes the macro-environment and micro-environment of Jilin Mobile communication Corp., it compares the advantages and inferiority of several powerful rivals in communication market by the method of rival analyses, as well as compares the advantages and disadvantages of Jilin Mobile communications using the SWOT method. Then explicate the situation and position of Jilin Mobile communication Corp., obtaining a more detailed segment of target market and definition of major customer market. Then, it puts forward corresponding marketing suggestions about the field of major customer market. Furthermore, this Paper, combining with the situation of Jilin Mobile communication Corp., analyzes and studies a serial marketing strategy from such aspects as products, prices, promotion, place .Finally, this Paper further elaborates the problems and implementation of the marketing strategy. According to research objectives and needs, the thesis is divided into six chapters:Chapter one is introduction, introducing the background and significance of the research, including its theoretical and practical significance. This chapter also points out the basic method of research and the layout of the thesis.Chapter two is the analysis of Marketing Strategic environment of Jilin Mobile communication Corp., after the reorganization of the telecommunications sector. It analyzes the macro-environment and micro-environment of telecom operator. With the compare of a variety of enterprise-class data of the four major operators before restructuring and the three operators after reorganization, this chapter analyzes the results of the comparison and forecasts the rival's competitive strategy. On this basis it gives the direction of proposal development. Then make the SWOT analysis of Mobile communication Corp. with the integration of environmental analysis above.Chapter three is identification of Mobile customers. From obtaining a more detailed segment of target market , make sure the major customer market as a study which is the most strategic significance for the development of Jilin Mobile communication Corp. research on the definitions, classifications, and customer life-cycle of major customers. Make sure the different between ordinary customers and major clients as well as the major clients of marketing standards.Chapter four is the research on the strategies of developing the major customer market. Beginning with analyzes and studies a serial marketing strategy from four aspects as products, prices, promotion, place to analysis and research On a series targeted marketing strategy, which are analyzed in chapter three, the present chapter gives corresponding promotion strategy for the four elements so as to direct practice.Chapter five is the implement strategic marketing strategies. This chapter is the empirical study or the application of theories. In this chapter, Analysis of marketing problems in the work which combined with the specific circumstances of Jilin Mobile in the future challenges and gives the specific marketing strategies and recommendations of major clients.The conclusions summarize the findings of the current research. It also points out the limitations of the thesis, and room and direction for further research. The findings and creative points of the current research are:Firstly, this paper was writing while the new technology was readying to use and the reorganization and reform of telecom sector was done a short time,during this time the market,competitive and technological environment has undergone great changes. The new telecom operators are facing with very large test. So it is so importance to research the macro-environment and competitive environment. And the conclusion with the forecast about the direction of development has practical significance to various telecom operators. Secondly, based on the summary of concepts and theories, further deepen research on the 4P marketing strategy under the new situation. The conclusions have theoretical significance, especially for the new market which has only just begun to take shape with not perfect marketing theory and is changing frequently. The Paper lands a foundation for further study in-depth.Therefore, this research has important theoretical and practical value. This Paper, with marketing and customized service modern times manage theory as its guidance, pays attention to the application of enterprise real strategy, which is useful for reference in terms of both actual operation and theoretical guidance. Theoretically speaking, at this time should be based on the actual work to build a good foundation for basic concepts when the major clients marketing work is young and relative concepts are transforming to personality. On the one hand the deeply research of 4P Marketing theory can guide the real marketing work, on the other hand, make a solid foundation for the future upgrade of theory. In practice, through analysis of the Enterprise-level data of three operators make a list of their strengths and weaknesses to predict the future development direction of the major operators. It is strategy guidance for the development of China Mobile and makes the marketing strategies which are based on the concept of 4P and more fit on the major customer's situation. The relatively systematic and comprehensive strategies and measures give theoretical guidance to China's local mobile communications Corp. marketing work and promote the implementation of major customer working to be worked faster and better. |
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