Study On Marketing Strategy Of Mact Brand

In recent years,with the issuing of Fixed Network and 3G,4G licenses in succession,the mobile communication area is no longer the absolute monopoly of China Mobile,and the Broadband Fixed Network is no longer the private plots of China Telecom either.China Mobile,China Telecom,China Unicom three full-service operators compete against each other in all fields.They show their own art and skill not only in the existing dominance market,but also intensive cultivation in potential markets and market segments.As a municipal company,Deyang Mobile turns its eyes to small and medium-sized cluster market,which has a tremendous amount and potential consuming capability,under the situation that the mass market has been saturated and the traditional government and enterprise markets lack new growth points.The purpose is to try to break monopoly of China Telecom in this market and seek new growth areas.The "small and medium-sized cluster market" refers to the SME customers whose annual information communication expenditure is under 40,000 Yuan,the cluster business customers who are in CBD commercial buildings,professional market,industrial park,etc.,and the street shop customers who are dispersing without chain of properties.This market has a huge amount,wide range of users with different needs.It is the most urgent problem for Deyang Mobile that how to break the ice.This thesis aims at these situations above.The present operation situation of the small medium-sized cluster market in Deyang communication business has been analyzed by PEST analysis,Porter's Five Forces Model and SWOT analysis.The existed problems in developing this market have been figured out.Then the STP theory is used to resolve the strategic positioning of the small and medium-sized cluster market.The market development strategies,which are targeted and feasible,are proposed for mobile products,price,sources,sales,services,etc.,with 4P theory.After that,the emphasized strategies are discussed further in order to develop solutions with quoting examples.Finally,the implementation of safeguards of the strategies development is analyzed based on human resource,capital and supply for small and medium-sized cluster markets.This thesis aims at providing a reference for Deyang Mobile in market development of small and medium-sized cluster market through the creative and exploratory study with theory and practice,finally realizing the enterprise growth in new market and sustainable development.