S Phs Business Marketing Strategy Research

Since 90's last centry, the communication industry had been changed few times. Now, there are five main providers and a little one in this market,China Mobile, China Telecom, China Unicom,China Network Com, China Railway Com and Satlelite Com, and there are over ten thousands of value add providers and contant providers in the market. By the high speed development,communication become more and more important in our life.S Company provided the PHS service since 2000.Now,there are more than 4million PHS customers. Chengdu Telecom provided PHS since April 2002, and the hole S Company gain its 90% PHS customers during 2002-2004.Since 2004, SiChuan Mobile and SiChuan Unicom reduced their price of mobile phone business, PHS's customers reduce more and more quikly. For 3G (the 3rd generation mobile telecommunication) will be produce in China very soon, PHS service will still be very important to S Company in few years in the future.So it's important to make a series correct marketing strategy.This paper discussed that how S company develop its PHS service marketing strategy according to the logical relationship with marketing theory, it expatiates the PHS service's market environment (including macroeconomics, industry development situation ) and competition environment(major competitors analysis ). Through the analysis of market survey data this paper research the customer's purchase and operation behavior , PHS service technical characters and status in quo, then it makes SWOT analysis, the result describes the product life cycle , market subdivisions and destination market group. An the end the paper make clear the PHS service's detail product strategy, price strategy, place strategy and promotion strategy with marketing 4P theory.PHS service is a touch stone and trial farmland before operating mobile communication service to a traditional fixed network telecom vendor. PHS service should bring important effect for future S company's mobile communication service. The writer analyzes the competition situation through business administration theory and work experience, discusses the service packages in existence and internal resource, then links the work's successful experience and improvement direction, finds the PHS service's new marketing strategy. Wish this paper can improve the PHS service issues and promote the future mobile communication operation.