Study Of Zhaoqing Mobile Terminal Customization Marketing Strategy

In recent years, with the development of 3G business among the largest three communications operators which include China Mobile,China Telecom and China Unicom,the Chinese telecommunications industry is focusing on the operators facing new competition and shuffle. Zhaoqing Mobile,as a typical small and medium-sized city branch in Pan-Pearl River Delta,occupies 80% of the local market. However,while promoting 3G users,the company is seriously constrained for the out of dated devices. The formulation of an effective customized terminal marketing strategy,the promotion of customized terminal sales and the perfection of terminal industry chain is the priority task for Zhaoqing Mobile.The sales and marketing of custom TD Terminal has disadvantages of less product range,higher product prices and instability of product quality,which due to the continuous presence and sourcing supply,affecting the development and promotion of 3G business. In order to solve the severe problems,this paper studies the mobile strategy domestic and abroad,illustrates the specific customized marketing strategy of Zhaoqing Mobile,and analyzes the terminal sales and specific marketing using SWOT analysis method. Combining with the theoretical knowledge and management practices related to the specific strategy as well as the case studies,the paper offers the suggestions of strategy making for Zhaoqing Mobile.