Daxian Communication Mobile Marketing Strategy

Nowadays, the competitions in the market are getting more and more intense. Services play more important roles in winning the competitions. Dalian Daxian Telecom Co., Ltd., has achieved an outstanding market performance for the past several years. However, the market environment is changing rapidly, which come to a result that sales of Dalian Telecom last year jumped down. Consequently, it becomes quite important for Daxian Telecom to set a competitive marketing strategy according to the changing market.The dissertation is based on Marketing theories. In the first section, cell phone market is analyzed; the competitions survey of the cell phone market is presented; the existing external opportunities and threats are identified; the internal status, such as current marketing status, resources capability (by value chain module) and products are analyzed to ascertain the strengths and weaknesses.Section two is focusing on the market strategy selection. Cell phone market environment is analyzed by applying multi-analysis method. Four important indexes (market capacity, profit ability, potential development and company competition position) are used to evaluate and determine the target-market for Daxian Telecom.Based on 4P theory, a feasible and effective marketing strategy is proposed for Daxian Telecom in the third section.This dissertation aims to provide Daxian Telecom cell phone the optimal market strategy to enhance its market position and competition capabilities.