The Research On Marketing Strategy Of L Mobile Corporation

There are huge changes in communication industry in 2014. The three operators have launched the commercial or pre-commercial service for the fourth generation-(4G) network successively. 25 national companies across various industries obtain virtual operator licence in late 2013 or 2014 respectively. China Tower Company Limited is a joint venture invested by the three operators. The future of main projects include the construction, operation and maintenance of the base station and other communication facilities.The above suggests that basic network construction will gradually fade out from the operators daily work. In the near future, the traditional three mobile network companies and the virtual mobile network companies will share the pieces of cake in the mobile market together. However, with the full of customers scale and the lack of appreciation space, how to make more profit from the mobile market, it becomes a problem and trade which are thought by the mobile companies and turning to. In all kinds of mobile business markets, the group customers market contains not only demands for personal communication, but also the demands for enterprise communication, which is considered as the important developing direction of the market in the future. With the continual development of communication technologies, the new demands of the group customers will be more and more, though the space of price promotion is still very large. In another words, who seizes the group customer market will grab the active right of competition.This paper starts from the analysis of marketing situation of domestic and foreign operators in the mobile communication, for a secondary western city branch as an example, in order to analyze the market environment and strategy of local company under the condition of traditional communication technology evolution and restriction of competition. It also analyze the environment of marketing strategy for change, from the macro factors such as population scale, economic environment and technology evolution.According to the micro analyses from the effective factors of customer expanse motions, psychological behavior, and real requests under the modern marketing theories and competitive environment, in the customers-first market, who knows the real requests of consumers will win the their favors. Secondly, the article will analyze the factors of the marketing environment via SWOT theory. Thirdly, it will analyze the problems which are in the existed marketing strategy of products. According to the analyses, the article indicates that the mobile communication industry has been the period of maturity. In order to keep the growth and superiority, the market must be intensively segmented. And then the companies should analyze the changes of marketing strategies in the segment market and infer the theories:when the branch offices of mobile companies are keeping the competitive strength of personal communication market, the decision makers should find the new chances from the segment market. The specific practices: integrating the products, optimizing the marketing strategy, and the branch company should promote the data service as a new business point of growth”. Finally, via the two case study, the article proofs that the company via integrating the products will satisfy the demands of the enterprise communication, as well as indirectly affects the choices in the employments, their friends and families for choosing the mobile network companies. It will be a good foundation of a win-win business which increases the profits and customers.I hope that the article will help the branch offices’ decision makers of the communication network company to solve the problem in the competitive market.