Research On 4G Mobile Phone Marketing Strategy Of Ulanchabu Mobile Company

With the implementation of a series of policies,such as the cancellation of roaming fee,the reduction of marketing cost,and the transfer of number to network,etc,The pressure on operators' income has increased dramatically,how to earn income under the background of the retained and growth become a huge problem to Wulanchabu branch of China Mobile Inner Mongolia ? From the perspective of "four-wheel drive",mobile market business income still accounts for the main part,higher than the proportion of home market,new business and customer market.As the carrier of mobile market business,4G mobile phone is an important gateway to capture the first card slot,retain and improve customer value.It is of great significance to the continuous retention of customers and attract customers to the network.It is also of great importance to Ulanqab mobile to achieve its revenue goal.According to the China enterprise news published on January 14,2020,the predicted data shows that China's 5G base station construction will break out in2020-2024,with the total investment exceeding 2 trillion yuan in five years.The construction cost of a single 5G base station is about 450,000 yuan,and 4.45 million base stations will be built in five years.Compared with the 4G network,the transmission rate and signal frequency of 5G network are higher,and the obstacle penetration rate is worse.Therefore,the signal coverage range of 5G network is narrower.Therefore,to achieve full coverage,at least 10 million 5G base stations are needed,and the construction cycle is at least 8 years.Although 5G has been commercialized,it has not been popularized yet.The construction period of 5G base station is long,the cost is high and the time is long.Besides,the current 5G mobile phone products are few in variety and high in price,which cannot meet the demand of the public for replacement.However,after years of development,the 4G technology is mature,the 4G mobile phone brand is rich,the price range is wide,for the network speed requirements of customers not high,the 4G network can fully meet the needs of customers,and,therefore,in a certain period of time,4G mobile phone is still the focus of development.Based on this background,this paper takes the marketing situation of Wulanchabubranch of China Mobile Inner Mongolia in 2015-2019 as a research case,discusses the marketing strategy of 4G mobile phone,finds out the shortcomings and gives the countermeasures through analysis.Through this paper,local telecom operators and operators of the same scale can better understand customer needs and explore new market opportunities.It can provide reference for the subsequent operators to carry out4 G mobile marketing and provide research cases for the promotion of 5g mobile phones.