Z Company 4G Business Marketing Strategy Research

China 4G business started to develop in 2014,China Mobile began to construct 4G network when 3G was popular.As a leader in the telecommunications industry and the latecomer in mobile communication domain,Z company needs to win the competition with China Mobile and China Telecom,which has become an urgent task currently.This paper analyzed the marketing environment of Z company,try to explore a 4G business development strategy which could conform the environment development requirements as well as the Z company's actual circumstance,so as to provide a reference for the development of Z company's future 4G business marketing strategy.Firstly,based on the marketing theory and methods,analyze the external macro environment Z company facing with PEST method,analyze the industry environment with Porter's five force model,and also analyze its internal strengths,weaknesses,external opportunities and threats with SWOT model;determine the marketing strategy of total market coverage for Z company to develop 4G business through market segmentation,target market selection and target market positioning;then,make the marketing strategies for 4G business of Z company,such as carrying out differentiated marketing in the segment,formulating different marketing mix for different market segments to seize market share,in which we should focus on the aspects of product,price,place and promotion to implement the marketing mix strategies.