Research On Marketing Strategy Of Shaanxi Mobile 4G Business

In December 4,2013,the Ministry of industry and information technology of China issued the fourth generation of mobile communications license(4G business license)to China Mobile,China Telecom,China Unicom's.It shows that China has begun to push forward the development of 4G business market.However,through the analysis of the combination of theory and practice,Shaanxi Mobile Corporation still exists some problems in the market marketing strategy.Under this background,the author,as a Mobile Corporation practitioner in Shaanxi,needs a reasonable method to formulate a marketing strategy combination optimization measures for the problems existing in Shaanxi mobile marketing strategy,in order to further improve the market share of the mobile 4G business in Shaanxi and to realize the value of the company.This paper takes Shaanxi mobile 4G business marketing strategy as the research object.On the basis of combing the domestic and foreign marketing theories and strategies,this paper introduces the concept and characteristics of 4G network,and summarizes the related theories of marketing and consumer behavior.In the part of practical research,based on the analysis of the current situation of the mobile 4G business in Shaanxi,this paper analyzes the mobile marketing environment in Shaanxi by using PEST analysis and SWOT analysis.The results show that the current environment of Shaanxi mobile is very beneficial to the development and promotion of the 4G business.Secondly,this paper analyzes the consumer behavior of non 4G customers,and points out the existing problems in the current marketing strategy according to the analysis results and the development status of the mobile 4G business in Shaanxi.Then,in view of the problems in the Shaanxi mobile marketing strategy mentioned above,the optimized Shaanxi mobile 4G marketing strategy is formulated from four aspects of 4G business product strategy,pricing strategy,channel strategy and promotion strategy.Finally,in order to ensure the specific implementation of the above marketing strategies,we propose integrated marketing operation team and other Shaanxi mobile 4G business marketing strategy implementation safeguard measures.The practical significance of this paper is that,on the one hand,a series of marketing strategies are formulated according to the actual situation of the actual 4G business development,which is beneficial to the optimization of the marketing strategy of Shaanxi mobile 4G business and thus to improve the market share of its 4G business.On the one hand,the specific marketing strategy of this paper has a certain reference for other communication industry enterprises,which is helpful for other communication enterprises to draw lessons from 4G business marketing strategy and promote the further development of 4G business in our province.