Research On Nanjing Mobile Traffic Management Strategy In The Background Of 4G

The competition among three telecom operators is becoming more and more intense in the last 5 years of 3G service time.Due to its backward 3G technology,China Mobile Communications Corporation (CMCC) is losing its dominant position.Now comes the mobile internet as the issuance of 4G licenses.Because of this trend,the income of traditional voice business for telecom operators is decreasing,while the business of data traffic for them is increasing.CMCC also proposes a new strategic towards to data traffic management.The Nanjing branch of CMCC(Nanjing Mobile)also can not avoid the decline in market share and profits in 3G service time.So it's necessary for Nanjing Mobile to adjust the operation strategy according to CMCC headquarters,and attemp to explore a new data management strategy that's fit themselves.The paper firstly reviews the relevant theories of marketing strategy formulation,key reviews the theory of marketing mix and consumer behavior,and draws up the main points of marketing strategy for data traffic management according to its characteristic,which also provides the research frame for this study.Secondly,since the development of overseas 4G service is earlier than our country's,the paper introduces some successful strategies of overseas operators.Thirdly,with analyzing the status of Nanjing Mobile,the paper figures out the weakness of Nanjing Mobile,including incomplete network coverage,low channel function,high price,non-various promotion means and contents.Moreover,the paper studys the factor that affects persons' behavior of surfing on phones,and comes to the conclusion that the refined target location must be set for both phones and users for Nanjing Mobile.Finally,the paper figures out data management strategy for Nanjing Mobile,including network coverage,saling customized mobile phones,popularizing apps and differently promotion with the recourses that it has.The paper studies and provides the realistic marketing strategy for the city branch of China Mobile,based the current situation of Nanjing Mobile that the main market resource is controlled by the superior company.