Research On Marketing Strategy Of Chongqing Mobile Company A

Some important documents, such as promoting the construction of the thirdgeneration mobile communication network/promoting the construction of fiber-opticbroadband network/triple play pilot cities program, were issued in2010. They providedmore opportunities for the development of telecommunications operators in fiber-opticconstruction,3G4G development and informatization. In face of the fierce competition inregional market, market share of Chongqing Mobile Company A goes down with the greatpressures. It is necessary to analyze the market environment in detail and make scientificviable marketing strategy with their own advantages in order to further enhance ChongqingMobile company A’s market competitiveness for sustained and healthy development.In this paper, marketing strategies of Chongqing Mobile Company A have beenresearched through macro environment analysis model, five forces model, SWOT analysis.We find out the external opportunities and threats, internal strengths and weaknesses. It isturned out that the marketing strategies of Chongqing Mobile Company A must be furtheroptimized in the fierce competition. Therefore, to ensure sustained and stable developmentof the market, Chongqing Mobile company A need to pay much attention to market sharemanagement, intelligent terminals and home broadband，relying on channel transformation,service transformation and management improving. Then article points out the marketingstrategies of Chongqing Mobile company A in direction of their target market, turning theiragencies from selling SIM cards to phones, changing their products from traditional mobilecommunication products to the Internet/networking products and changing their servicefrom five-star service mode to the idea of moving service system. Finally it is found outthere are a few safeguards to make all the marketing strategies attainable, for example,improving market management capacity, changing the service system, strengthening thecost control etc.