|
The fasting development of ChengDu Mobile Communications Markets has created perfect environment for ChengDu economy and Pushed the information-process of ChengDu economy. Now ChengDu Mobile Communications Corporations is the leader of ChengDu Mobile Communications Markets. On May 24,2008,the "Announcement on deepening the reform of the telecommunication system" was publicized by the Ministry of Industry and Information Teehnology , National Development and Reform Commission and Ministry of Finance in China,which indicated that the recombined China Mobile,China Telecom and China Unicom would have access to the full-service operations and 3G licenses,added with fixed and mobile voice and data services,Internet business and other value-added industry. It means that China telecommunications industry has now entered an era of full-service operations. Chengdu Railway, Chengdu Mobile also merged to form a new group.The Group has a strategic full-service customers are the focus of contention. Although Chengdu Mobile market dominated by individual customers, but customers in the group market is a relatively weak position; Chengdu Telecom Group, the market has a strong customer base, in a dominant position. Chengdu, China Unicom already has full-service carriers operating experience. So the full-service has brought new opportunities for Chengdu Mobile, but more of a challenge. Therefore, recognize their own strengths and weaknesses, seize the opportunity to avoid the threat, Stable and lasting profit growth, Business operations in the full-service environment, the Group’s marketing strategy for clients in Chengdu, it is very important.In this paper, a large customer marketing theory, the target market theory, relationship marketing theory, the reality of Chengdu Mobile comprehensive analysis, in accordance with the questions, analyze problems, to solve the problem of logical thinking to build the full text. First, the market for customers of the Group has made the introduction and marketing situation, and pointed out problems in marketing, And then through the macro-environment within the PEST analysis and SWOT analysis environmental analysis to identify current customers of the Group of Chengdu Mobile marketing mainly advantages and disadvantages, and analyze the cause of problems, Then find the target market through market segmentation, and proposes several competitive strategy, the last to develop corresponding strategies that 4P marketing mix strategy and great customer marketing ideas, and finally to focus on specific measures, hoping to hvae certain reference meanings to ChengDu Mobile’s marketing tactics.
|