WLAN Business Marketing Strategy Research Of China Mobile Zhongshan Branch

The WLAN market has been developing significantly in China, which has becamea hotspot in the world.Telecommunication operators provide various WLAN serviceswith their own characteristics. As a bridge between fixed broadband and wirelessbroadband,WLAN will be of great importance to China Mobile.China MobileZhongshan branch is selected by China Mobile Communication Corporation (CMCC)as one of the firstly listed three experimental-units to promote Wireless City.Meanwhile, China Mobile Guangdong Branch stated that Wireless City is a corestrategetic project to boost in full-scale services. Therefore, Zhongshan branch takes onvital tasks of gaining operation experiences and making a demonstration effect on otherbranches. Under this background, this study concentrates on the analysis of marketingstrategies of WLAN services in Zhongshan, which is build on the references of conceptsand theories in this field. Through a profile analysis of internal and externalenvironments for local development of WLAN and the analysis of internal sources andtarget market, the study aims to establish marketing strategies for the local WLANdevelopment and provide Zhongshan branch with practical and valuablerecommendations.Firstly, the study describes the research background, in which the concept ofWLAN and development status are introduced and the theory of marketing managementis expounded. Secondly, the study analyzes the development background of WLAN inZhongshan, indicates the necessaries to expand local WLAN services and also makesanalysis on the selection of target market, product functions, pricing policy and currentstatus and problems of promotion. In the next section, the internal and externalenvironments of WLAN development are analyzed, which emphasize on the internalsources. This section also discusses some practices adopted by Japanese and SouthKorean telecommunication operators, who provides our local WLAN development withquotable experiences. Furthermore, the segmentation of target market is made. Streetinterviews and questionnaire surveys were conducted in segments. In order tounderstand the target customers’ consumption behaviors and habits, this study analyzes the results of the interviews and surveys, and on this condition, brings forward overallmarketing strategies for WLAN services in Zhongshan branch and relevant tactics ofproducts, channel, promotion and customer management that should be adopted duringthe development.According to the theory of product life cycle, associating internal sources ofZhongshan branch with the current situation, the study puts forward a concentratedmarketing strategy that protests placing the marketing resources mainly focus on targetmarket. Finally, it develops tactics to improve the WLAN functions, to form a richpricing system, to build effective distribution channels and to explore the suitablepromotion tactics for WLAN.