The Strategy Research On Data Flow Service In China Mobile Jinhua Branch

With the growing sophistication of 4G communication technology,the popularization of smartphones and the flourishing development of MI(mobile internet),telecom operators are facing an unprecedented development opportunity.The demand for user traffic and mobile Internet traffic grows rapidly,which contribute to the Blue Ocean of telecom operators' business development.At the same time,due to the strong rise of Internet applications represented by WeChat,the traditional business of telecom operators is being replaced or devalued expeditiously and the traffic business is also facing a trend of plumbing and low-value.According to the regulation of the industry Requirements(Facilitating Faster and More Affordable),the further decline in traffic rates is imperative,the traffic business is facing a “scissors” problem in amount and income.Since 1997,Jinhua Mobile Communication has always kept in a dominant position whether in customer share or income share.However,with the rapid development of the mobile Internet,the revenue from traditional mobile services such as voice and SMS has shrunk rapidly.The revenue from mobile Internet traffic is gradually taking great percentage in overall income.The size of corporate clients,business types and operating income are changing accordingly.How to keep the year-on-year increase in the present high situation,achieve the increase of income,simultaneous and improve the capability to compete,which are the important task need to be solved in consolidating regional market leadership and promoting transformational development of Jinhua Mobile.In view of above market challenges and transformation pressure,this paper aims to explore and formulate a marketing strategy for Jinhua mobile traffic business.On the basis of the development of mobile Internet and the current situation of domestic telecom operators' traffic marketing,this paper analyzes the internal and external environment of mobile marketing in Jinhua,using PEST analysis,five force model and other analysis tools from macro,industrial and internal environment.Besides,this paper uses SWOT analysis framework to point out the advantages and disadvantages,opportunities and threats respectively that Jinhua mobile traffic business is facing,in order to carry out market segmentation of traffic business and determine the position of target market,then propose a practical marketing strategy for Jinhua mobile traffic business based on the Marketing Theory of 7Ps,which including product,channel,price,promotion,service,precision marketing and personnel strategy.At last,combined with the reality of Jinhua mobile,this paper provides the guarantee measures for the implementation of marketing strategy,which including organization,resource,technical and mechanism guarantee,etc.The conclusion of this paper is helpful to enhance Jinhua users' perception of mobile Internet access and expand the share of Mobile Internet users and traffic,thus to effectively promote the transformation of Jinhua Mobile from traditional voice services to data traffic and digital services.