4V Marketing Strategy Analysis On China Mobile Group Customers' Market

With the self-development and the promotion of a series of national policies, China's telecom market was restructured to form three operators On May 24th,2008, that is, China Mobile, China Telecom and China Unicom. Six months later, the Ministry of Industry and Information Technology issued 3G licenses to the operators on January 7th,2009. Since then, the three operators have entered an era of full-service operations, and the market competition has also undergone tremendous changes.With the advent of the information age, China Mobile has carried out the plan of restructuring from 'the mobile communication expert' to 'the mobile information expert', raised the group customers' information development as an entry point, and put forward group customers as another blue-sea to develop. But as we all know, China Mobile, which has an absolute advantage, has held a monopoly position in the individual market, while in the group customers'market it is just the first step, and the strength is relatively weak. As the group customers'market is of strategic importance, it becomes the hotly contested spot of three major operators. Therefore, the full-service operations competition for China Mobile is both an opportunity and a challenge, but more opportunities for it.According to that background, this article described the China Mobile's marketing situation in the group customers'market, summed up the macro environments and industry conditions, analyzed the strengths, weaknesses, opportunities and challenges, presented problems to be solved and provided a more appropriate marketing strategy for China Mobile.