The Research On The Marketing Strategy Of Wireless Internet Service For A Provincial Mobile Company

After years of rapid development, the provincial Mobile Company has become to the leader who cannot be replaced in telecommunication market. For nearly ten years, the company’s wireless Internet service has experienced the initial small-scale, slow development of accelerated development, until now developed into a larger scale of a data service, the service income in each data row to the first service income. In the current rapid development of mobile Internet, mobile operators have both rare development opportunity, also facing grim challenge, how to proceed from the customer needs, develop good flow management, further improve the wireless Internet business and income, thus keeping the company sustained income growth, enables mobile operators in the mobile Internet industry chain occupy a dominant position, for the industry has been discussed.This article through to the China Mobile Company and the domestic and international wireless Internet business development situation analysis and comparison, that wireless Internet service will be the company’s future2-3years pulling the income growth of main service. But the company also appeared in the wireless Internet business flow amplitude is reduced, amount restrains growth does not match, TD network utilization rate is not high, the WLAN network with hot cold, new strategic wireless Internet service user number and income needs to be improved and other issues, wireless Internet business marketing has yet to be upgraded. Wireless Internet service marketing strategy is good or bad, to a certain extent determines the company’s competitive advantage and the motive force of development, the smooth realization of business transformation company fly further.In this paper, by using marketing PEST, SWOT analysis, on the company’s wireless Internet service marketing of political, economic, social and technological environment were analyzed, and pointed out that the company’s wireless Internet business competitive advantage, inferior position, opportunity and menace.Combination of market segmentation and target market positioning theory, the company location province telecommunications market customer undertook many sided, multi level classification. By screening the high-end business market, fashionable white-collar market, city public market, migrant workers, the campus market, rural market the six target market. And the target market were analyzed and the detailed localization.Finally, the application of marketing theory in4P, meet the needs of the target market based on customer requirements, developed in response to the company’s wireless Internet service marketing product strategy, price strategy, channel strategy and promotion strategy. I hope to the company business marketing help.