Study On Marketing Strategy Of The Rural Market Of Huarong Branch Of China Mobile

With the increasing competition in telecommunication market, the city market has become saturated, and its space is smaller and smaller, so the operators begin to turn their attention to the rural market. The rural communications market has become the key areas among the mobile operators, and it has become a new growth point for the mobile communications business. In order to seize more market share, operators are active in developing competitive marketing strategies.This paper sets the rural communications market of Huarong mobile branch, Hunan as research topic. Based on the analysis of the macroscopical and microcosmic marketing environment as well as its present marketing situation, the main problems in developing the rural communications market of Huarong mobile branch, Hunan are locked. With the help of market positioning strategy theory, combined with the company's goal of development, the target market segmentation choosing and positioning for the rural communications market have been worked out. Furthermore, a new "4P" combination strategy is proposed to develop the rural communications market of Huarong mobile branch, Hunan. The results showed that, there were some deficiencies of Huarong mobile branch in product strategy, price strategy and channel construction. The brand was lack of control, market segmentation was not reasonable; price competition was unreasonand weak flexible, channels form was relatively single and so on. Based on the analysis of PEST and SWOT, the paper analyzed the internal and external environment and the advantages and disadvantages of Huarong mobile branch, the target market segmentation have been worked out:small and medium-sized enterprise, rural white-collar, rural blue-collar, left-behind population and full-time farming. The positioning for the 5 rural communications market has been provided. Based on brand marketing products, main attack the full-time farming; through the application of agricultural information and business, take over rural white-collar and high and medium-sized enterprise; Take low prices, excavate blue-collar and left-behind rural areas. By implementing group discount package, feeing discount and portfolio strategy, online or offline channel construction to expand the promotions.The paper also emphasized the main points of the implementation from the aspects of organization structure, the rural marketing management method and incentive mechanism. These results have great practice value for the rural communications market of Huarong mobile branch, Hunan, which can also provide some reference value for other operators to develop rural market.