The Study On Marketing Strategy Of China Mobile Jinzhou Branch

The telecom industry developed very fast, after departing from the government in China. China Mobile is the biggest communication company with growing speed at 20% every year. JinZhou mobile is the branch of china mobile, being the top communication company in JinZhou. But in May, 2008, the whole telecom industry changed again, the market surrounding changed also. It is getting urgent and necessary for JinZhou mobile to know how to keep the growing speed and how to remain the top position.The dissertation utilized the theory of strategy management to discover the opportunities and threats that the company is facing, under the scenario of macro economic environment, telecommunication business environment and the mobile market demands.Also the dissertation evaluates internal resource of JinZhou mobile, to find out the strength and weakness of the company; finally the dissertation provides the optimal cost supplier marketing strategy by SWOT under the guideline of the company strategy.During the process of analysis, according to the entire branding planning, the dissertation found new target costumers and provides detailed market developing strategy by market segmentation.In the product stragety, the dissertation givies out a new way for the development of JinZhou mobile, tell JinZhou mobile to do more about service and rewards to improve the impression of the mobile products in the costumers' hearts. In the channel stragety, the dissertation presents the big channel theory. In the promotion stragety, it presents the value-sharing theory. In the service stragety, it presents how to improvethe service.The dissertation also concerns the supporting actions and controlling actions of the marketing stragety.