Based On The "Internet +" Era, China Mobile H Branch 4G Business Marketing Strategy Research

The third session of the 12 th National People's Congress,on March 5,2015,Premier li put forward a plan of “Internet +” in the report on the government's work.The Ministry of Industry and Information Technology issued a notice about the State Council on promoting opinion for “Internet +”,on November 25,2015.It put the “Internet +” into the position of the national product.While “mobile Internet” is the production of “Internet +”.The Ministry of Industry and Information Technology provided the TD-LET licenses to the three operators.China's telecommunication market has already come into 4G,which has the faster transmission speed and wider spectrum.The telecommunication industry is a tense and diverse competition pattern in 4G because of the creative and plastic Internet business.Under the historical background and environment of competition,the prices and competition has not been able to meet the needs of the market competition.The telecom operator needs to reform according to the situation of itself.China mobile,as the first donate TD-LTE operator,which has the ability of independent research and development.It wasn't smooth in 3G,but it has the first mover advantage in 4G.Because TD-LET is not better than FDD-LTE of other telecom operators in transmission speed and the market maturity,which makes the competition of communication industry change into a variety of competition.This article does the analysis at the development trend,competition pattern and the marketing strategy of communications market of China,how to meet the new environment of competition through making the marketing strategy of the market needs and the self-development.The article has a certain guiding significance to the improvement the market competition of China mobile.The article analyzes the knowledge about the marketing theory and the mobile Internet,4G technology.It does the analysis about the development history of 4G and its features.It also analyzes the macro-environment and the competition environment of China mobile by using PEST and Michael porter's Five Forces model.It does the analysis about the advantage,disadvantage,and opportunities and threatens to recent China mobile.According to the marketing theory,the article summarizes the core marketing strategies——the upgrade of network experience,service power improvement;brand value improvement,promoting “Internet +”;tariffs combined marketing,deepening “cost reduction,speed increase”;building mixed channel,from underline to online;focus on customers,improving service system.This article puts forward the marketing ideas and corresponding measures of China mobile 4G,such as network,productions,tariff,channel and service.