Sichuan Mobile Rural Market Marketing Strategy

Our country is a big population, rural population for the population56%. Morethan half of the urban population also is our country as one of the most populous nationsin the remarkable characteristic. In urban residents per capita income growth constantlyslow today, rural residents incomes are still in the stable growth. So, the operators in thecity market subsoil years later, eyes gradually to the rural market.Founded in1999, China mobile group Sichuan co., LTD.(hereinafter referred to asthe "Sichuan mobile"), is China mobile group company one of the wholly ownedsubsidiary. Sichuan province in western China mobile is the biggest mobilecommunication operators. For a long time, Sichuan mobile user developmentmaintained a good momentum, has nearly70%market share, users totaled nearly50million. The user scale, for Sichuan mobile had appeared for the lack of powerdevelopment bottleneck, and then, the nearly50million users of a city, the user’spermeability reached more than95%, and the rural users permeability is about less than50%. Therefore the development of the countryside users will be Sichuan mobile usersincreased by new power source.This paper research content can be divided into the following:1, first of all to the current rural market research significance is discussed.Although Sichuan mobile in the city market, so many years has made brilliantachievements, but the rural market and the city market huge difference, causes a lot ofin the city market use marketing strategies in the countryside can’t use. The rural marketis Sichuan mobile users increased by main battlefield; the next stage is to focus on thedevelopment of market segments. Sichuan mobile on the rural market research,especially in the west to the national rural mobile communication development havereference.2, then pointed out the current situation of the rural market and the existingperformance problems. Alignment performance problems, the next step to furtheranalyze the cause the root cause of these issues.3, the third steps of Sichuan mobile development rural market characteristics are analyzed. Respectively from the market demand, the market supply and competitionthree aspects to carry on the analysis. Know the mutant; kill the mutant can. In-depthanalysis can coordinate the internal resources, enhances strong points and avoidweaknesses, seize the opportunity, avoid risk.4, according to according to marketing4ps theory, analysis the rural marketappear the root of the problem sticking point, in order to study the strategies to suit theremedy to the case.5, gives the rural market oriented product, price, channel, promotion of themarketing tactics. To low ARPU, low MOU of rural to income, be sure to keep thesegmentation, targeted design and marketing promotion. The construction of ruralchannel is the key of success or failure in the rural market.