Study On Marketing Strategy Of China Mobile Zhuzhou Branch’s Date Service In The College Market

After nearly a decade, the Zhuzhou Mobile Communications Corporation of is developing rapidly which made itself become the leader of the market of colleges. With the communication technology’s growing, however, the company facesfierce competitions. In the trend ofhistorical change that the communications market is gradually transforming "seller’s market" to "buyer’s market", whether the company can still brilliant and obtain new strategic achievements?By studying the current situation of communication enterprise development at home and abroad, then combined with Zhuzhou mobile communication industry’s status quo analysis. This paperfigures out that data service will promote the company’s revenue growth in the future. In addition, since the demand of communication service for the college students is huge, the college market become the focus of communications operator. Through the investigation and analysis, we find that the data service of the company in the college market doesn’t increase obviously. The proportion of the data service share in the total business revenue is not big. Andcustomer’s satisfaction and acceptance are declining, too.These phenomena show that College marketing of Zhuzhou Mobile Communications Corporation’s data service is not in place. Thus, improving the business marketing strategy is imperative.This paper use PEST and SWOT model to analysis the college market’s data service of Zhuzhou Mobile Communications Corporation from the aspect of political, economic, society and technology, and show the strength, weakness, opportunities and threats.Basing on the qualitative analysis, and using the data from the corporate systems and market researches to study the micro environment deeply from the market share of the market rate, consumption structure, consumer preferences and other aspects.By using STP theory, we focus on the customers of Zhuzhou’s college mobile market to do an all-wave and multi-level segmentation. We choose four target markets which the based class, social contact, information class, entertainment class included. Then we do a detailed analysis for each target market and make precise positioning.Finally, as4P theory says, basing on satisfying the different target market’s customers, we set up a comprehensive marketing strategy from product strategy, price strategy, place strategy and promotion strategy. Looking forward to provide some help for Zhuzhou Mobile Communications Corporation’s data service business in the college market.