Research On Marketing Strategies Targeting At Group Customer Of SJZ Chinamobile

With the advent of the information era, the development of telecommunications industry and national policies jointly promote the reconstruction of telecommunications industry, forming three major operatorsChina Mobile, China Unicom and China Telecom. Ministry of Industry and Information(MIIT) issued 4G licenses to the three operators separately in December, 2013. Consequently, the three operators are entitled to conduct the following business and services fixed telephone service, Mobile voice service, Internet services, data services and other valueadded services. Group customers have these distinct strengths and characteristics, such as powerful revenuegenerating capacity, large customer size, high degree of information technology and great potential for development. As a result, group customers become the target which the three operators are striving for. In face of the fierce competition, Shijiazhuang Mobile Corporation encounters such a huge challenge that the following factors have to be taken seriously—how to stabilize the existing customers, how to win competitors and customers over, and how to maintain the existing market share.This dissertation takes the fact as research background that Shijiazhuang Mobile Corporation is fiercely competing with two strong competitors, China Unicom and China Telecom, for group customer market in the 4G times. Starting from the current situation and company files, combining the science of marketing and management theory, the author applies the methods of empirical analysis, comparative study and case analysis, and studies the marketing strategies targeting at group customer market. This dissertation mainly includes the following captures research background and significance, domestic and international research trends, research methods and the framework of the paper as well as relevant theoretical reviews. First, the author analyzes the present situation of marketing group customer; then, further analyzes customer market, customer categories, service standards, internal management, as well as the development of marketing strategy in Shijiazhuang Mobile Corporation. Thus, the marketing problems are accordingly diagnosed. Besides, customer market segmentation is carried on in Shijiazhuang Mobile Corporation with the effort to figure out its targeting market and market location, which provides convincing evidence for making marketing strategy. Based on 4S theory and relationship marketing theory, the marketing strategies applied to Shijiazhuang Mobile Corporation are put forward, including strengthening the promotion of business halls, selfhelp websites, and 100868 service. As for the product strategy, Shijiazhuang Mobile Corporation will provide satisfactory and custombuilt products to meet customers’ demands. Meanwhile, it will improve and sustain the cooperation with government, media, and cooperative partners. This research suggests that the process management of customer managers and daily training of customer managers should be strengthened. Shijiazhuang Mobile Corporation should develop the group’s customer management model and establish group business SA sales management system. The expansion of marketing strategy and reserves of group customers will be bound to enhance the marketing performance of Shijiazhuang Mobile Corporation.