The Study On Marketing Strategy Of China Mobile Anshan Branch

The telecom industry developed very fast, after departing from the government in China. China Mobile is the biggest communication company with growing speed at20%every year. Anshan mobile is the branch of china mobile, being the top communication company in Anshan. But in May,2008, the whole telecom industry changed again, the market surrounding changed also. It is getting urgent and necessary for Anshan mobile to know how to keep the growing speed and how to remain the top position.The dissertation utilized the theory of strategy management to discover the opportunities and threats that the company is facing, under the scenario of macro economic environment, telecommunication business environment and the mobile market demands. Also the dissertation evaluates internal resource of Anshan mobile, to find out the strength and weakness of the company; finally the dissertation provides the optimal cost supplier marketing strategy by SWOT under the guideline of the company strategy.During the process of analysis, according to the entire branding planning, the dissertation found new target costumers and provides detailed market developing strategy by market segmentation.In the product stragety, the dissertation presents the3-D model of "product-costumers-mobile traffic", giving out a new way for the development of Anshan mobile; also presents the Atom Radius Theory of mobile products, telling Anshan mobile to do more about service and rewards to improve the impression of the mobile products in the costumers’hearts. In the channel stragety, the dissertation presents the big channel theory, telling Anshan mobile to make good use of public channels and the enemy’s channels. In the promotion stragety, it presents the value-sharing theory, helping the company out of the zero-sum game. In the service stragety, it presents the Definition of the Cost of VIP’s time, correcting the misunderstanding of VIP service.The dissertation also concerns the supporting actions and controlling actions of the marketing stragety.