| After the ministry of industry and information technoloGy awarded 4G officially, China mobile, China unicom and China telecom successively implement 4G commercially in Dalian. With the addition of China telecom, three information carriers’ 4G war in Dalian communications market starts. In the 3G era, the laGGinG behind of aspects such as technoloGy and terminal equipment, make Dalian Mobile Company at a disadvantaGe. However, formal commercial 4G networks has brouGht Dalian Mobile Company a rare opportunity.For Dalian Mobile Company, after a laG of 3G era, how to strenGthen Dalian Mobile’s marketinG strenGth in the field of 4G network is an important part of the success in three carriers’ 4G war.This article will make an research on 4G marketinG strateGy for Dalian Mobile Company.First, this article expounds the backGround, purpose and siGnificance of the study, and then determines the research methods used in the study of this article. Then, combininG with the theory of marketinG environment analysis, we make an analysis of the macro environment and micro environment that Dalian Mobile Company facinG in developinG 4G business. The macro environment that Dalian Mobile Company facinG in developinG 4G business includes the market’s General situation and domestic industrial policy, and the micro environment consists of demand characteristics of consumers and the condition of competitors, etc. On the basis of the marketinG environment analysis, throuGh the market seGmentation, tarGet market selection positioninG and tarGet market, we determine that Dalian Mobile Company Limited should adopt a complete coveraGe of the market marketinG strateGy in developinG 4G.Under the Guidance of the marketinG strateGy, this paper puts forward that Dalian Mobile Company should adopt the marketinG mix strateGy for the development of 4G, such as product, price, channel and promotion. Such as the construction of 4 G product system, flexible customize packaGe of 4G, the construction of 4G self-help electronic channel and business promotion strateGy of 4G and so on. Thus, Dalian Mobile Company Limited can strenGthen its competitive strenGth in the field of 4G business. |
