Marketing Strategy Of Hebei Mobile In The Rural Market

With the increasing competition in the communications market,the urban market has gradually saturated,which resulted in less space for its market development.Therefore,Mobile service providers began to focus on the rural market.Rural communications market has become the key areas for all service providers to compete,and also become a new growth point of mobile communications business.In order to enlarge the market share,all service providers are eager to study the marketing strategy for the rural communications market.The research object of this thesis is the rural communication market to China Mobile Hebei branch.After the analysis of macro and micro marketing environment of China Mobile Hebei branch and the development of rural market,the main problems of developing rural communication marketing activities were identified.With the help of market positioning strategy theory and this thesis the rural communication market has been segmented,selected and positioned.4P theory is applied to improve China Mobile Hebei branch's marketing efficiency in rural market of Hebei.The analysis showed that for the rural market,Hebei mobile are lack of control in product strategy,price strategy and channel construction.Other problems in marketing includes user segmentation,price competition,channel imbalance,channel stability and so on.By using PEST and SWOT analysis,the Hebei Mobile's internal and external environment was analyzed and the advantages and disadvantages were summarized.This thesis also proposed 5 market segmentations of the Hebei Mobile rural mobile communication market--the small and medium-sized enterprise customer groups,rural white-collar customer groups,rural blue collar customer groups,“stay-at-home”customer group and farmers group.Finally,to guarantee the effective implication of the marketing strategy,the thesis proposed some measures: the establishment of rural service quality management system,standardizing the rural marketing management process and improving the ruralmarketing incentive mechanism.This research can not only provide guidance for exploration and development of Hebei mobile communication market in rural areas,but also provide certain reference significance for other telecom service providers to develop the rural market.