Capital In The Mobile Rural Marketing Strategy Research

After the telecomm business being reformed and restructured,in the field of telecommunications monopoly has been broken.Now China's mobile communication market developing rapidly,Zizhong Mobile is faced with unprecedented challenges,which focus in Unicom and Telecom.Unicom seize the high-end customers through storing deposit to send mobile telephone, while low-cost products occupying low-end users.Telecom "450M handset" grant a large number of complimentary low-priced machine,while low charges winning the low-end customers.Zizhong Mobile is in the two converging attack difficult position.This article sums up Zizhong Mobile' s situation,characteristics and challenges in the development of the mobile communication market;analyses the deficiency that Zizhong Mobile there exists in the inside of displacement company;as well as researches funding the middle communications market in rural areas of the status quo and development trend of the situation.The author of this article adopts SWOT analysis method to analyze the mobile communication market competition in Zizhong city. On this basis,subdivides Zizhong' s Mobile communication in the rural market segment;carries out investigation and study on the preference moving each brands to the customer who is unlike sex,is unlike an age group,is unlike occupation,in order to predict the potential of rural mobile telecommunications market in Zizhong.This article also points out the rural area develop so rapidly that Zizhong Mobile must focus in the rural areal,and subdivide brand,adjust products and price strategy, expand marketing channels.At the same,the author figure out what should be done in keeping or expand market advantage and countermeasures.Zizhong Mobile must reform the marketing strategy,and pay attention to the point of contacting with the rural customers,in order to grasp the dynamics of rural users of consumer psychology and consumer trends;at the same time,pay attention to a regular basis quantitative and comprehensive determination of customer satisfaction.Zizhong Mobile also should raise network mass,enrich the brand of mobile' s products.According to diversifying a brand,being tied in wedlock the brand and service quality, the nimble science field works out the price standard being fit to be unlike the rural area customer group.At the same time,Zizhong Mobile selects the appropriate combination of media and publicity,dissemination of the implementation of integration,and further through the use of modern marketing methods,the use of a wide range of commercial retail marketing network of agents monitoring system to expand marketing channels,channels extension service.We do these just want to help users in rural areas to facilitate the purchase,pay for a variety of business and effectively enhance the mobile users in rural areas of perception.