A Study On The Marketing Model Of Mobile Phone Of PTAC Based On4R Theory

In recent years, mobile phone communication industry in China has beendeveloped rapidly; the environment of mobile phone market has changed already. Theintelligent era of mobile phone is coming, and the communication networks aremaking the transition from3G to4G. Meanwhile, E-commerce is rising. Along withthe rise of domestic mobile phone brand, some old mobile phone brand is dying. Forthe mobile phone market, every link is going through tremendous change. As animportant part of mobile marketing channel in China, the mobile phone business bothin the history of the generation stage and still is plays an important and positive role.At present, the mobile phone market is a war without smoke of gunpowder, with theentry of large mobile phone manufacturers, industry profits are more and more low,and the trend channel shows flattening. However, the risk of mobile phone agents isincreasing, with low return rate; They are surviving a worried situation. However, inaddition to the situation currently facing the country on behalf of mobile phonebusiness, we also see the current mobile phone market is in a period of technologicalchange. Not only mobile phone technology change rapidly, the communicationnetwork technology also is in the transition period, the consumer shopping habits isthe transition from the traditional pattern to the network pattern.In this context, it isnecessary to study the country on behalf of business marketing mode of mobilephone.This article is divided into four parts, studied the PTAC mobile marketing model.This paper put forward the question, and the analysis problem, and problem-solvingideas, use the methods of literature study, empirical analysis of rice and summarizedmethod. This paper combs the current status of China’s mobile phone sales industry from two aspects of history and development trend of mobile phone marketingchannel development. Through the summary of part of mobile phone marketingchannels, the article highlights the important role of mobile phone national distributorplays in the generation of mobile phone business, and it is currently faced with theproblem. This article takes the important representative of mobile phone nationaldistributor of PTAC mobile phone sales business as a sample, to study the businesssituation, summed up the problems in the development process of it. This paperanalyzed the external environment of PTAC mobile phone marketing by using thePEST analysis method. Based on the analysis of the internal environment of thePTAC, this paper uses SWOT analysis method to analyze the strengths, weaknesses,opportunities and challenges for PTAC mobile phone marketing businessdevelopment. This article through the analysis of PEST and SWOT, to understand thebusiness development of the macro environment and other communications companybusiness situation and competitive environment, and make the analysis,simultaneously has also analyzed the present it in mobile phone marketing advantagesand disadvantages. Finally the article by combing the marketing theory from thechanges of4P,4C to4R, with the current mainstream4R theory as the basis, from theassociation, reaction, relation and the return of4aspects to propose the improvementsuggestion for PTAC mobile phone marketing mode, and discusses the PTAC mobilephone marketing mode in Internet times. In the market transition period and under thebackground of Internet, this article on the PTCA through the innovation of marketingchannels, to establish its own core competitive advantage, puts forward the solvingscheme.