The Research On 4G Business Marketing Strategy Of China Mobile HG Branch

China's Ministry of Industry and Information Technology issued China's telecom operators (China Mobile, China Telecom, China Unicom) the license of 4G officially on December, 4th in 2013, which marks that China's telecom operators receive the true TD-LTE license. It also symbolizes China's telecom operators get the truly justifiable commercial license of 4G business after the operation of 3G business for more than five years. Then China's telecom operators will take further measures to deploy the next assignments in order to accelerate the process of the operation of 4G business. China Mobile must seize the precious chance to increase the number of customers of 4G business and construct the network of 4G. No matter which China's telecom operator takes the lead in enlarging the scale of customer in the era of 4G it will reach overwhelming superiority over the other two.According to the competition situation of the HG branch of China Mobile co., LTD in Heilongjiang province (short for HG branch), the paper states the background of 4G business in operation and development of 4G technology at present. After studying the price of HG branch and current executive strategies during the 'distributors, the author summarizes the existing problems and the reasons in executive strategies. At the same time, SWOT analysis is listed according to external and internal environment analysis. Compared with the marketing strategies of the opponents, the author proposes analysis matrix of HG branch. Market segmentation and development goal considered, the author proposes effective marketing strategies of 4G business in four different aspects according to 4R theory. Based on 4R theory,implementation schemes are made in the end. In order to guarantee the operation of 4G marketing strategy successfully, operators must innovate in the system of 4G marketing,cautiously pursue many approaches toward cost control, improve customers' loyalty by service, and accelerate 4G network construction in the local areas. Having analyzing HG branch completely, the paper elaborates effective marketing strategies of 4G business for HG branch according to 4R theory. Combining theory with practice, the author hope these strategic suggestions will make for the further development of 4G business in HG branch.