Research On Marketing Strategy For Group Customers Of Anhui Mobile Chuzhou Branch

In the 2/3G era,China Mobile has seized most of the mobile phone market and become the industry leader through high-quality network and quality services.However,with the opening of the telecom market,China Telecom and China Unicom have taken advantage of the intrinsic resource advantages of the fixed network and through the integration of cross-services,which has strongly impacted China Mobile's mobile phone market.In addition to the homogenization competition among the three major communication operators,China Mobile has also been challenged by new areas such as OTT,equipment manufacturers,and new media.The revenue of traditional communication services has dropped rapidly,and the competition in the communication industry has become more intenseFor the telecom industry,due to the high average ARPU value of the group's customer members,the high cost of basic office communication,and the stable and strong information demand,it has become a battleground for the three major operators,and has become the deciding market for each operator.One of the important strategic resources.How to provide differentiated and personalized services for group customers,how to carry out the retention and expansion of group customers,and how to improve customer loyalty have become an urgent problem for major operatorsThis paper takes Anhui Mobile Chuzhou Branch as the background and uses the theoretical basis of marketing management to apply the theoretical methods such as SWOT,STP and 4P to the process of marketing environment analysis,market positioning selection and marketing strategy optimization design.The theoretical perspective summarizes and analyzes the company's marketing strategies and programs.Therefore,this paper can provide very important practical and theoretical significance for the income and competitiveness of Anhui Mobile Chuzhou Branch Group's customer market-This paper first analyzes the marketing status and problems of Anhui Mobile Chuzhou Branch.It focuses on the basic situation,market segmentation and operation of Anhui Mobile Chuzhou Branch,as well as the status quo of services and products.At the same time,it points out the problems existing in the current group customer marketing:First,there are problems in group customer market positioning;second,there are problems in satisfying personalized service level;third,there are problems in brand influence;fourth,there are problems in group customer service;fifth,there are problems in marketing support systemSecondly,it analyzes the market environment of the group customers of Anhui Mobile Chuzhou Branch.Firstly,we use the peer analysis model to analyze the impact on the group customer market from the perspectives of politics,economy,society and technology.Then we use Porter's five-force model to analyze the industry environment of group customers,and finally analyze it through swot analysis.To fully understand the internal strengths and weaknesses and the opportunities and challenges facing the outside.The optimization design of the customer marketing of Anhui Mobile Chuzhou Branch was carried out again,and specific optimization strategies were proposed.Firstly,we will reposition the group customer market,then carry out marketing design through products,prices,channels and promotion strategies,and finally propose optimization suggestions for the problems existing in the group customer market.Finally,we will build a strong marketing security environment for the optimization proposal proposed above,and comprehensively guarantee the comprehensive protection from the aspects of organizational security,human resources protection and service concept enhancement,so as to enhance the marketing effect of Anhui Mobile Chuzhou Branch in group customers.The purpose of the group customer market shareThe optimization of the Group's customer marketing strategy involves the company's overall production and operation.It is a complex system project.It must mobilize all levels of departments to coordinate operations and build a strong marketing security environment to ensure the implementation of the Group's customer marketing policies.