China Mobile X Branch "mCloud" Marketing Strategy Research

With the advent of the new generation of mobile communication technology "5G",it not only meets the ecological needs of the Internet of Everything and the construction of the national Internet of Things,but also is bound to create more updated business models.This not only means more development opportunities,but also more severe challenges.Based on the macroscopic background of the explosive growth of data volume and the yearly increase of personal cloud drive market size,whether operators or the Internet industry,are actively layout the cloud disk ecological chain,to create a real smart cloud storage pipeline.While adapting to the development of The Times,in the process of meeting the ever-changing customer needs,how to identify the profit growth,transformation period,and breakthroughs,and using reasonable marketing strategies to target cloud disk products to personal clients has become a key factor for mobile operators to occupy the future communication market.The research object of this paper is limited to the unified cloud product entrance of China Mobile for personal and family scenes.The "mCloud" of China Mobile is a personal cloud storage product that provides public cloud storage services to individual consumers.X Branch belongs to the prefecture-level branch of China Mobile Liaoning Co.,LTD.In this paper,based on 4P,4C,STP and other marketing theories,with the extra refinement of the relevant production and operation information of China Mobile X Branch,we further summarize and analyze the X Branch’s insufficient performance from theories,facts and data,in terms of "mCloud".Guided by problem-solving and strategy-optimizing,we conduct a multi-dimensional and global in-depth analysis of the product marketing strategy of "mCloud" for X Branch.This paper reveals that X branch has defects in the marketing of "mCloud",to name a few,insufficient product promotion,infrequent communication,numerous and complicated member activities and rules,limited marketing channels,etc.The main reasons for these problems can be summarized as follows:Branch X has not given a preference to value-added services in terms of publicity,the definition of price strategy is vague,and the obvious deficiencies in constructing the channel of the entire marketing system,etc.On the basis of combining existing marketing theories and related research reviews,this paper proposes the differential pricing,immersive experience camp,multi-touch and multi-scenario integrated marketing,Online and offline collaborative marketing strategy,which can provide feasibility analysis and reference for X branch to carry out the marketing of "mCloud" in the future,and help X branch to enhance the market share of personal cloud storage and the competitiveness of the company in the industry through the marketing strategy deployment of "mCloud" products.