The Marketing Strategy Analysis Of China Mobile Jinzhong Branch In The Context Of The 4G Market Maturity

In 2014,China mobile Jinzhong branch officially launched 4G operations.In the early stage of the 4G market,to“change SIM card”and“change cell phone” are the way of marketing.After the early stage then reached the mature stage of the 4G market.By the end of 2017,data revenue has become the largest source of income in Jinzhong which percent 55%,and far exceeding the traditional voice and message income.In the environment of high speed of 4G technology,Surfing the Internet by cell phone has become a ubiquitous way of life,and the data business has become the main demand of customers and the trend is gradually increasing.In such a market environment,customers become the focus of value mining,especially the 4G data customers.However,due to the differences in customers' occupations and preferences,the simple marketing of a single product can hardly meet the needs of customers,and it is urgent for operators to carry out accurate marketing.In addition,the data products provided by the three operators in the market are increasingly homogenized,the difference in product quality is getting smalle.So it is necessary for operators to carry out precise marketing and service marketing to achieve win-win results for both enterprises and customers.In this paper,we study the 4G customers in Jinzhong branch,Firstly,five forces model theory and PEST analysis are used to analyze the marketing environment,Secondly,through the marketing environment analysis,field research and personnel interview,the problems and shortcomings in marketing are reflected.By studying the requirements of 4G customers,the customer business needs and the fusion network characteristics are analyzed.From the two major directions of business variables and fusion network variables,the 4G customers are segmented,and the three groups are selected as the main target market.By reference to thecurrent mainstream of 7 p's marketing theory,Jinzhong mobile,combined with the actual,from the product,channel,price,promotion and so on seven dimensions,Jinzhong 4G customers,to develop a suitable marketing mix strategy.Finally,by developing the safeguard measures,it provides a reasonable path for the rapid realization of marketing strategy for Jinzhong branch.