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Chenzhou mobile communications company Rural Marketing Strategies

Author: LiuZuo
Tutor: WangYongMei
School: Central South University
Course: Business Administration
Keywords: Of Chenzhou Mobile communications company Marketing Strategy SWOT analysis 4P theory
CLC: F626
Type: Master's thesis
Year: 2010
Downloads: 74
Quote: 0
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Abstract

Recent years , the fierce market competition makes the the the Chenzhou city mobile communications market has been relatively saturated expand difficulty continues to increase . Rural mobile communications market has great potential for development , the share of of Chenzhou total population of 57.64 percent in rural areas compared to urban areas , the mobile phone penetration rate of only 59.7% . Constantly advancing and the start of the construction of two cities \as well as the business development of the of Chenzhou mobile communications company providing a rare opportunity for development . The face of the intensified communication market competition environment , of Chenzhou mobile communication company should continue to increase marketing efforts to increase its market share in the mobile communications market in rural areas in particular . The papers on the basis of the breakdown of the of Chenzhou rural mobile communications market , the use of small SWOT analysis , and in-depth analysis of Chenzhou mobile communications company in the competitive situation in the rural market , pointing out the advantages of its existence in the rural market development , weaknesses , opportunities and threats . Chenzhou mobile communication company's existing rural marketing strategy analysis process at the same time , the introduction of the 4P theory , objective analysis and evaluation of its product strategy , pricing strategy , channel strategy and promotional strategy , and pointed out that problems exist in these strategies and the cause of the problem , whereby targeted proposed marketing strategy system optimization program . This paper argues that of Chenzhou mobile communications companies must be based on the characteristics of the rural market , rural market segmentation, discriminate between different types of target customers and geographic regions , market-oriented and constantly develop new products , and adopt a flexible pricing strategy and a variety of means of propaganda , the use of scientific and rational channels incentives to enhance the ability of the market to open up the mobile communications market in rural areas in order to seize the high ground .

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