Research On Marketing Strategy Of SDJN Mobile Communication Branch

With the rapid development of global information and technology, the high-tech communication industry, as the representative of a new generation of industry, is confronted with unprecedented opportunities and challenges. In the end of 2013, Ministry of Industry and Information Technology of the People’s Republic of China gradually issued 4G licenses to three carriers which marked the beginning of new mobile communication competition. In the age of 3G communication, China Mobile, with originally absolute advantages, fell behind of China Unicom and China Telecom in mobile data transmission for technology which lead to the backward of China Mobile in marketing. SDJN Mobile Communication Branch, as the branch of China Mobile Group Shandong Co., LTD,lost the original competing position which led to the fall of brand value, the lost of high-level customers and the drop of profit comparing with the same period of previous year. It is very important to formulate practical marketing strategy with the advantage of new technology in the age of 4G.By analyzing current marketing reality of SDJN Mobile Communication Branch deeply, first of all, this essay analyses macro-environment from political,economic, sociocultural and technological factors. Then it analyses current reality,developing trend and advantages and disadvantages of China Mobile, China Unicom and China Telecom in the city of SDJN with the Competitor Analysis Method. By analyzing strengths, weakness, opportunity and threats of the company to find out opportunities and challenges of the company, this essay will set up the strengths, weakness, opportunity and threats matrix of the company.Then it will study the company’s marketing strategy from aspects of product, price,place and promotion to find out problems in marketing. According to the above analysis, by using marketing strategy based on enough demonstration, this essay will divide the market, find target market and then set up optimizing marketing combination strategy. This essay presents its content from product strategy, price strategy that has price combination package which meets demands of different levels, channel strategy that suits demands of the age and promotion strategy that will enhance customers’ satisfaction. It enacts safeguard measures of marketing combination strategy from promoting management, improving cost management and enhancing market reacting ability. This essay is trying to find out some marketing strategies according to local reality and 4G business characteristics to provide references for the optimization of the marketing strategy of SDJN Mobile Communication Branch in the future.