Research Of China Mobile Suzhou Branch's Marketing Strategy On 4G

The users of China Mobile Suzhou Branch increase to become saturated year by year. Three communication operators, China Unicom, China Telecom and China Mobile, compete for user increasingly. According to Ministry of Industry and Information Technology, China Mobile construct 3G network based on TD-SCDMA. Because the network has huge gap with the international mainstream in terms of technical maturity and sophistication, China Mobile Suzhou Branch has lost a lot of users. Since 2013, the user scale has been on the decline. At the same time, the use scale of China Telecom Suzhou Branch and China Unicom Suzhou Branch has been increasing. So China Mobile faces a terrible situation. With the issuance of 4G license in December 2013, the technical gap of our company has gone. 4G services will significantly improve the user experience, reduce the loss risk, and become a powerful tool to compete for users. In addition, the development of 4G will bring substantial growth of data traffic, promoting the company's future income growth. Therefore, promoting the rapid development of 4G mobile services has a major significance to us. It has become a key strategic direction of China Mobile Suzhou Branch. 4G services of China Mobile Suzhou Branch has achieved initial success in 2014. In this paper, using the 4P marketing theory to analyze 4G marking strategy of China Mobile Suzhou Branch and puts forward the improvement proposal.This paper takes the 4G marketing strategy of China Mobile Suzhou Branch as the object of study, to explore the problems and improvement method. The first chapter outlines the importance of marketing strategy improvement and determine the content and method of the research; In the second chapter 4G service of China Mobile Suzhou Branch and its development are introduced, the industry background and the situation of competitors are clarified, which laid the foundation for the later analysis of marketing strategy of China Mobile Suzhou Branch; The third chapter analyzes the 4G customer demand of Suzhou market, according to the market research results; The fourth chapter analyses 4G marketing strategy of China Mobile Suzhou Branch and the two competitors using the point of view of 4P; In the fifth chapter, firstly we analyze the problems in the present marketing strategy, then marketing strategy improvement suggestions are put forward from the angle of 4P, due to China Mobile Suzhou Branch's own situation; In the sixth chapter, we further discusses the implementation assurance of 4G marketing strategy, including the improvement of the organization structure and incentive system, coordinating the resources and development of information system; The seventh chapter summarizes the research conclusion of this thesis and the content worth further discussing, and forecast the application of 4G.In this paper, with the combination of the marketing theory and enterprise management practice, based on the analysis of market research and data, we draw the following main conclusions: first, quality is very important for 4G network, it must be the focus of promotion, at the same time, China Mobile Suzhou Branch's 4G brand should be adjusted; second, the price of 4G should be more flexible, in addition to monthly packages, quarterly packages and yearly packages can also be provided; third, advertise and Internet marketing should be strengthen, and the experience marketing should be carried out in the business hall, in order to attract more customers; fourth, China Mobile Suzhou Branch's entity channel needs transformation as soon as possible, and the survival of the fittest, at the same time, Internet channel should be rapidly developed.The conclusion of this paper provides some 4G marketing strategy suggestions for China Mobile Suzhou Branch, which can provide reference for senior managers while making strategic decisions.