The Research On Marketing Strategy Optimization Of China Mobile(QZ,Fujian) For Group Clients

As a new technology,4G not only brings about more rapid and convenient Internet experience for users,but the unprecedented opportunities and challenges for operators.With increased competition among the three operators and gradually increasing contribution proportion of the telecommunication operators in group clients,group clients has become the focus of competition among the operators.Therefore,how the telecommunication operators to study group clients,analyze and formulate effective marketing strategies under the new stage will concern that whether the telecommunication operators could occupy the commanding height in group clients market as well as the direction of comprehensive competitiveness of telecommunication operators in the future.In general,based on China Mobile(QZ,Fujian)as an example,this thesis combined with the features of China Mobile(QZ,Fujian)to carry out specific analysis.This thesis also analyzes the existing group clients profile and marketing methods of China Mobile(QZ,Fujian),and points out that the current marketing strategies of group clients in this company is flawed,optimizing is needed.Thus,this thesis firstly combined with PEST analytic method,Michael Porter’s Five Force Model as well as SWOT analytic method to analyze the marketing environment of group company’s clients of China Mobile(QZ,Fujian)under the new stage,moreover,carried out new market segmentation based on the group clients’ value class and requirements hierarchy,combined the value and the needs of clients,then proposed the market orientation strategy and strategic implementation measures for target market.Finally,this thesis analyzed the contents and features of service marketing for group clients.The author hope that this thesis could offer references for China Mobile(QZ,Fujian)on expanding the scale advantages of group clients,increasing business income and business profit of group clients market,in order to provide certain references for China Mobile(QZ,Fujian)to break through the development bottleneck in terms of traditional weak market(family market),weak business(fixed-line,broadband).