Research Of SZ Telecom's 4G Business Marketing Strategy Improvements In The Internet Age

Since December 2013 when the 4G network began to be commercially available,the communication market has been nearly saturated.The acquisition of new users is becoming more and more difficult.The development of the Internet also brings opportunities and challenges to the marketing of the operators.5G networks have begun to deploy,leaving two years for the operators' 4G marketing.How to make use of the rest time to better the marketing of 4G business,increase the market share of mobile business and get more income from 4G network investment becomes a key problem.The paper is based on the basic marketing theory of 4Ps and customer life cycle and SZ Telecom's internal data.Graphs and charts are used to analyze the company's 4G business marketing status and strategy.Therefore,problems of the products,price,channels and promotion,customer relations are found out.The products don't match the user demands,and product homogeneity phenomenon becomes more and more serious.The billing mode is inflexible.Besides,the product price is too high.The channel ability is weak.And the ability of channel management also need to be enhanced.Traditional advertising doesn't achieve the expected results,and little attention is paid to the new-media promotion.Customer relationship management gains insufficient attention,and the company lacks a customer-centered operation system.The paper analyzes the competitive environment of SZ Telecom,using Potter's five force model.Moreover,an analysis of SZ Telecom's 4G business marketing which uses SWOT model is carried out to get advantages,disadvantages,opportunities and threats of the company.Then the paper puts forward the specific measures to solve the problems.The product design should focus on user demands,and new businesses and new products should be developed to improve user stickiness.The paper suggests diversified and differential pricing methods and pricing shall be used to improve the perceived value of the products.Next,promote the effect of advertising,and establish a new-media operation system.And improve the ability of all channels.At last,it is suggested that the company should recognize the importance of customer relationship management.And the resources should be integrated to establish a customer-centered operation system.The safeguard measures of the improvement scheme are put forward.Strengthen the construction and coverage of 4G network.Increase the efficiency of operation cost.Strengthen the construction of the talent team.Build a powerful information system and implement the intelligent operation system.