Research On Chengdu Mobile Group Customer Saturation And Competition Strategy

After reform and restructuring of the telecommunications industry in China in 2008, China Mobile, China Telecom, China Unicom three operators have accessed to the full service operation qualification. Operators can also operate fixed, mobile voice and data transmission services, Internet services and other value-added services.Based on three operators different network infrastructure, and frequency resources,Ministry of industry and information technology officially announced that the TD-LTE4 G licenses issued to China Mobile. 14 months later in February 2015, the Ministry of industry and information technology issued the FDD4 G LTE licenses to t China Telecom and China Unicom. At this point, TD-LTE and FDD LTE two kinds of the latest generation of mobile communication technology in China has been fully implemented.The arrival era of all business operations and 4G, has not only brought China Mobile, China Telecom, and China Unicom, the three operator’s opportunities and developments, but also brought the fierce market competition both in the mass market and the group’s customers. In terms of speech and information business, due to the profitable nature of group customers and the social benchmark influence, group customers segment has become focus for all operators. From the company’s strategic development considerations, the group customer marketing strategy has become an important research topic in Chengdu mobile.In vie w of the present market competition situation of the group customers, this research shows the marketing strategy of Chengdu mobile group. Firstly, it focuses on the current situation of Chengdu mobile group customers, analysis of Chengdu mobile group customer product system, organization system and marketing system. And according to the experience in the practice of combining 4P marketing theory, relationship marketing theory, the author points out the problems existing in the aspects of product, price, channel, support and personnel in Chengdu mobile group customer marketing. Secondly, this paper analyses the internal and external market environment using SWOT analysis method. Analysis of group customer marketing advantages, disadvantages, opportunities and threats, and the reasons behind the choices can also be found in this paper. Finally it focuses on the 4P theory, proposed specific measures of Chengdu mobile group customer marketing product strategy, price strategy and channel strategy. And through the study of the relationship marketing theory, the author proposed specific refine proposal of relationship establishment and maintain work putting forward to Chengdu Mobile Group Customer Segments.