Study Of Zhaoqing Mobile Group Customers Marketing Efficiency

After years of development, China Mobile Guangdong Zhaoqing Branch (hereinafter: Zhaoqing Mobile) has reached a scale of 2.1 million customers, and the market share has been up to 77%. With the fast development of telecom market, and China Telecom joined the competition of the mobile communications market after the reorganization of telecommunications industry, the market of individual customer has been shrinking,and the competition is becoming more and more fierce, it's difficult to launch customer development and increase business income. And because the group customers have the group properties and common features with the organization, it's easy to hold overall promotion; at the same time, zhaoqing groups have a relatively low level of informatization, and members of the group proportion of the total number of customers is relatively small, therefore there is much to expand in the market of group customers, which is the "Blue Ocean" of mobile communications market so far.Obviously, enhancing its customer marketing efficiency and the level of informatization for the groups, stimulating a new round of growth in the overall market are the priorities of Zhaoqing Mobile. At present, Zhaoqing Mobile's marketing solutions for the group is inefficient, at the same time, promotion channels, propaganda model, system support have not yet been integrated scientifically and effectively, resulting in lower overall marketing efficiency, the group's marketing effort in promoting the group's level of informatization is not significant. Therefore, in order to solve practical problems and promote further development of enterprises, this article will study the group of increasing the zhaoqing efficiency of customer specific marketing strategies, through the analysis of the SWOT of Zhaoqing Mobile group customer market and the current situation of specific marketing, combined with relevant theoretical knowledge and management practices to discuss specific strategies, focusing on five areas: data analysis from the group market, marketing program planning, marketing promotional programs, marketing channel development and operational system support. This article concludes that improving marketing efficiency should work as a system project,carrying out the rectification work as planned,this is the only way to get the actual results.