The Research Of The Market Competition Strategies Of Yantai Mobile Communication

After the reform of the telecommunication industry, the market competition of the mobile communications became very intense. Three major operators occupy important advantage in different areas, and they arranged marketing strategies to deal with the fierce competition. In the current competitive market situation, Yantai Mobile Communication Company is also faced with unprecedented challenges which are from the two foreign operators-Yantai Unicom and Yantai Telecom. Yantai Unicom races to control lots of high-ranking mobile customers by right of the advantage of the CDMA and many individual operations. With the introduction of PHS, Yantai Telecom also wins the favor of many primary mobile users resorting the advantages of One-way fee and low tariff. So the marketing of the Yantai Mobile Communication suffers the dual pressures of the two operators. In this competitive landscape, Yantai Mobile Communication has to adjust the marketing strategy accordingly to adjust the current competitive situation. What is more important is to keep the market share of the mobile company.This paper summarizes the partial multi-analyses service marketing in the related theory, elaborated STP theory and the combination of the marketing strategies.Under the relevant theoretical background, this paper analyses the macro-external environment of the Yantai Mobile Communication Company from the policy environment, economic environment, social and cultural environment, technology and environmental aspects of mobile subsidiary. From the communications industry competition overall situation and based on the Five Forces analysis framework of Michael Porter, this paper discuss industry structure and competition of the Yantai Mobile Communication Division from five points which are the bargaining power. And then it studies the internal environment of the Yantai mobile branch by the relative situation of the value of ARPU. At last, from the multi-analysis, the author has discovered the strengths, weaknesses and opportunities and threats of the Yantai mobile branch in the communications market. In this foundation, this paper analyses the deficiency of the marketing strategy of the Yantai Mobile Communication Company from products and services, channels and pricing strategy. The main problems are:ignoring differentiated branded products and services, gradual increasing in the risk of customer churn, various of mobile brand package and chaos rules, the lack of pricing strategy in principle on the basic price, mismatch between the channels of distribution and the demand of the customer, the lack of the channel structure and so on. These deficiencies may result in the result that the Yantai Mobile Communication Company fall into the quagmire of price war.In the end, this paper puts forward relevant marketing measures. Firstly, market segments by three major product brand "GoTone","Easy Go" and "M-Zone" should be completed. Secondly, based on the market segmentation, target market should be selected. Thirdly, the features of market positioning can take shape. Based on these analyses, reasonable and feasible marketing strategy for product and service designing, promotion, price, channel and other aspects will be analyzed.