The Study On Marketing Tactics Of Jinzhou Mobile Group Information Services

On May 24,2008, the "Announcement on deepening the reform of the telecommunication system" was publicized by the Ministry of Industry and Information Technology, National Development and Reform Commission and Ministry of Finance in China, which indicated that the recombined China Mobile, China Telecom and China Unicom would have access to the full-service operations and 3G licenses, added with fixed and mobile voice and data services, Internet business and other value-added industry. It means that China telecommunications industry has now entered an era of full-service operations.As the prelude of the full-service operations opened gradually, the three operators will be matched in all the fields, especially in the strategic significance group client market. Group client services not only strength the existent corporate customer, but also improve the new corporate customer. As group client, China Telecom has a strong foundation and occupy a considerable advantage; China Unicom has a relative experience in the full-service operations, does it so in group client market; China Mobile, although it occupied a monopoly position and had absolute advantage in individual clients market, is in a relatively disadvantaged position in the group client market. In order to keeping monopoly position, how to do group information services marketing becomes a key factor.Beginning with the introduction of the key group services in Jinzhou mobile, and analysis of the group information services marketing situation, the paper has pointed out the problems that existing in the group client developing. The problems mainly exist in the shortages of the internet resources, integrate ability weakly and differences in group client managers ability.On the basis of detailed analysis the facing strength, weakness, opportunity and threats in Jinzhou mobile group client market, the paper present the strategic target in group client information services. To attain the strategic goals and key performance indicators in 2010, the paper put forward the 4Cs tactics. For the existent corporate customer, Jinzhou mobile make value segmentation and conduct classification service to them. For the board new customers, Jinzhou mobile drew up a series of marketing policies in accordance with 4Cs tactics, specific perform steps and via case analysis to improve the marketing tactics and improve operating performance.