The Study On Marketing Strategy Of China Mobile Wuhan Branch In4G Era

On December4,2013, the ministry of industry and information technology sent outthree the fourth generation of Chinese mobile communicaiton(4G) licenses to ChinaMobile、China Telecom and China Unicom, which meaned Chinese Telecom Industry hadformally entered the era of4G. In the era of3G, China Mobile had slow growth. At thesame time, China telecom and China Unicom got good profit. The new era of4G will bringnew opportunities and challenges, so China Mobile should seize the opportunity first, facethe challenge, and make new marketing strategy which can adapt to4G market. OnlyChina Mobile make correct marketing strategy and implement it effectively, the companycan reverse the failure of3G, and become a winner in this4G battle.Based on research of Wuhan branch, China mobile, Wuhan mobile marketingstrategy in4G era has been explored in order to help the company remain the leader andexpand new market in wuhan mobile market. At the same time, this thesis intends toprovide advice for China Mobile making marketing strategy of4G era. Expect theintroduction, this thesis can be divided into three parts: the first part is introduction of themarketing strategy theory and4Ps,4Cs and4Rs theories. The second part is the analysisof internal and external environment of wuhan mobile, such as PEST analysis of theexternal macro environment, internal environment analysis of service, network andmanagement and SWOT analysis of wuhan mobile’s strengths、weaknesses、opportunitiesand challenges. According to the result of matching strategy, the third part establishes theoverall strategic objective which is“based on the red sea, find value of existing customers;innovate the blue sea, become mobile information expert”, composed by the leadingbrand，leading business，leading services strategies. Then based on the4Cs theory,implementation plans have been made such as customer demand policy，cost policy，price policy，convenience policy，communication policy and relationship marketing policy,finally forming a set of wuhan mobile marketing strategy system in4G era.