Research On Marketing Strategy Of Leshan Mobile 2/3G Customers Moving To 4G

The post and telecommunications industry has achieved sustained and rapid development,and the wireless communication network technology has developed from analog network and digital network to the current high-speed 4G network,since 1987 to the present 2017.Total number of mobile users more than 1 billion 320 million in 2016,the average of every 100 people in the use of mobile phone users is 96.2,now has 770 million users in the use of 4G,at the same time the use of 100 mobile phone users have 58.2 users in the use of 4G,4G flow explosive growth.China Mobile 4G users over 535 million,becoming the world's largest 4G customers the operator.In December 2013,the three operators also get a 4G license,and in February 2016 25 the Ministry announced in 2020 5G will be commercially available.Overall,the slow growth in the number of people,the benefits it has disappeared,the three operators of the new market space quickly narrowed,are speeding up the transfer of 2/3G customers to 4G,competition tends to white hot.China Telecom in the broadband market under the absolute advantage,the main push broadband + 4G integration marketing,and vigorously expand the size of 4G users,China Unicom in Wang Xiao chu led the "focus" strategy,is accelerating 4G network construction and marketing,China Mobile 4G The first advantage of facing serious challenges.Leshan Mobile as a 4G scale in the province's mobile ranked behind the city,facing greater challenges.With the establishment of Leshan Tower,the three operators to speed up the co-operation and sharing,to speed up the network homogenization,Leshan Mobile leading network advantage has been gradually weakened.In particular,Leshan Telecom in the rural areas to vigorously deploy low-frequency 800 M FDD 4G network,Leshan Mobile network in rural areas has caused a great threat.In the next few years who first transfered the 2/3G subscribers to 4G users,who grabbed the 4G users,who will seize the development opportunities.How to transfer the 2/3G subscribers to 4G users is an urgent need to study the issue of Leshan Mobile.This article is for the above situation,through the Macro environment analysis,Porter five force model,SWOT analysis of Leshan communications industry 2/3 / 4G operating status of a comprehensive analysis to find out the problems existing in the 2/3G customers movied to 4G users of Leshan Mobile,Using STP theory to solve the strategic positioning of 2/3G customers moving to 4G users,combined with 4P theory for 2 / 3G customers moved to 4G user marketing products,prices,Place,Promotion,etc.,put forward targeted and operational marketing strategy recommendations,further analysis of key strategies to develop solutions,and cited examples as evidence..Finally,from the three levels of human resources analysis of 2 / 3G customers moved to 4G users marketing strategy required for the implementation of security,landing measures can be operational.This paper will study the way of combining theory and practice,innovative exploration,provide a reference for the development of Leshan Mobile 2/3G customers move to 4G users,Leshan mobile to become the industry benchmark in the operation of 4G.