Research On The Strategy Of Smart Phonemarketing Project In Countryside Market

At present,Unicom 4G users in the countryside market is less than the City Market.The main reason lies in Unicom of Y neglects the countryside market,and personnel allocation,channel coverage,marketing efforts are far away from the city market.As a result,awareness of mobile network of the countryside users is far behind the city of terminal users,and the understanding of the countryside users are only limited on the telephone and other basic functions.Therefore,penetration of the smart phone in the countryside is low,and market of smart phone is relatively blank.How to tap the huge market space of rural market intelligent mobile phone business,in order to improve the overall level of China Unicom Y business.It becomes the main direction of the work and the target,so Unicom of Y carries out smart mobile phone marketing projects in countryside market.This study is divided into four parts: the theoretical basis,environmental analysis,the implementation of smart phone marketing projects and research conclusions.(1)The theoretical basis: the study uses the project management theory and marketing theory.The theory of project management mainly defines the concept of project management,and make a definition of marketing project life cycle.T he research uses the marketing theory mainly includes PEST model,Potter model,STP theory and 4Ps theory.(2)environmental analysis: The research analysis the environment of smart mobilephone marketing project with the PEST model,Potter five forces model.The results show that the rural market of smart phone is blank,and has great potential for development.(3)the implementation of the smart phone marketing project: it includs project start-up,planning,investigation,strategy of landing and the end stage.In the start-up phase,the project stakeholders are analyzed,the research object is determined,and the project objectives are established.The planning of the project includes the scope of the project,the project cycle,cost estimates and risk plans.The survey of the project analysis of problems and difficulties in the development of intelligent mobile phone market in the rural areas,and according to the results,the paper analyzes the marketing strategy,from the aspect of price,channel,promotion and service.According to the STP theory to develop the target market,and combined with the results of the project survey,according to the 4Ps theory,the study makes strategies from the price,channel,promotion,service and other aspects.And to ensure the application of landing,the paper mainly discusses the implementation of the marketing strategy from two aspects: human resource and system.(4)Based on the above analysis,this study concludes with a summary of the results of this project,and prospects for the future development of marketing projects...