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Study on the marketing strategy of China Mobile Yunnan company

Author: ZhangLiPing
Tutor: KeXing
School: Kunming University of Science and Technology
Course: Business Administration
Keywords: Yunnan Mobile marketing strategy marketing environment strategic marketing management
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 1
Quote: 0
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Abstract


The development of Information economy had greatly changed people’s life and industry environment, but with the telecommunication industry restructured again in2008and3G licence issued subsequently, China mobile hadn’t managed exclusivity in the area of mobile communications, it is in the era of comprehensive competition. In the face of new competition pattern and market environment, China mobile must adjust its business model to cope with double-team attacks from China Unicom and China Telecom. Regarding Yunnan branch company of China mobile as the research object in this thesis, it explore marketing management and marketing strategy choices of Yunnan mobile in the new situation.Taking strategic marketing management as the guiding ideology in this paper, through the comprehensive analysis of the internal and external environment of Yunnan mobile, it established Yunnan Mobile’s marketing strategy and specific measures in the era of whole business competition. In this paper, the first chapter briefly describes research background, significance, methods and technical framework; In chapter2it reviewed development process from the traditional marketing strategy theory to the strategic marketing management, by it realizing the importance of strategic marketing management for company development; Chapter3we make use of PEST method and five models method to analyze the macro and industry environment, then by means of the SWOT analysis method, it analyzes the micro environment and finds out the advantages, disadvantages, opportunities and threats of company, at last based on the4P theory and the practical situation of telecom industry and Yunnan province, we design the marketing mix strategy, which including product, brand, channel, promotion, service strategy; In order to further ensure effective implementation of marketing strategy, in chapter4we put forward suggestions and measures for implementation and control of strategic marketing management. Afterwards, it is strategic marketing management of Yunnan Mobile Company.In this article we applied the knowledge of market marketing and strategic management to practical marketing of Yunnan Mobile, and put forward a series of marketing solutions and management measures, so it has certain realistic directive significance.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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