The leader asked the online marketing strategy analysis of China Mobile, but I do n’t know how to write it. I hope everyone can help. The more detailed the better, thank you ~~~
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Online marketing is an integral part of the overall marketing strategy of the enterprise. It is carried out by the overall business goals of the enterprise. Various activities to create an online operating environment with the Internet as the basic means. "This is the definition of online marketing in Baya Babe online marketing company. It has been widely quoted by various online marketing textbooks and online marketing papers. Synonyms of online marketing concepts include: online marketing, Internet marketing, online marketing, online marketing, etc. These vocabulary talks about the same meaning. In general, online marketing is a marketing activity carried out with the Internet as its main means. Online marketing has strong practical characteristics. From practice, the general methods and laws of online marketing are found. The empty theoretical discussion is more practical. Therefore, how to define online marketing is not the most important. The key is to understand the true meaning and purpose of online marketing, that is, to fully understand the new marketing environment of the Internet, and use various Internet to use various Internet The tool provides effective support for corporate marketing activities. This is why we must pay attention to online marketing research.
Bluspace of online marketing
The traditional marketing classic is difficult to apply . Consumers are coming to the world. The media is the emperor of the traditional communication era, and you are the new monarch of the era of online communication! In the era of traditional media, information dissemination is a "church style". Consumers can only accept it passively. In the era of online media, information dissemination is a "market -style", with multi -directional information and interactive flow. Various sounds, noisy, and different. The online media brings a variety of "self -media media self -media "The explosive growth, blogs, forums, IM, SNS ... With this, each grassroots consumers have their own" mouth "and" ears ". Facing these" uprising long tails ", traditional marketing methods are like" hunting "To become a" fishing ": Marketant needs to learn to use" creative truth "to stew out seductive" fragrant bait ", and brand information is cleverly wrapped in it. How can we complete this change?班网络专家刘东明在《网络整合营销兵器谱》中提出的网络整合营销4I原则给大家指出了最好的指引。 网络整合营销4I原则网络整合营销4I原则：趣味原则、Interests利益原则、互动原则、 Principles of personality.
The characteristics
With the maturity of the development of Internet technology and the low cost of networking, the Internet is like a "universal glue" connecting enterprises, groups, organizations, and individuals to cross time and space, so that they The exchange between information becomes "at hand". The most important and essential thing in marketing is to spread and exchange information between organizations and individuals. If there is no information exchange, the transaction is the source of no original. The Internet has some characteristics required by marketing, so that online marketing presents the following characteristics:
time domain
In the ultimate goal of marketing is to occupy market share, because the Internet can surpass time constraints and space restrictions to perform information for information. Exchange, making marketing out of time and space restrictions into transactions into possible. Enterprises have more time and larger space for marketing. It can be provided for 7 days a week and 24 hours a day. Global marketing services.
rich media
In the Internet is designed to transmit information from multiple media, such as text, sound, image and other information, so that information exchange for transactions can exist and exchange in various forms, and can fully exchanged, and can fully fully exchanged. Give full play to the creativity and energy of marketers.
interactive
The Internet provides related inquiries by displaying product images and product information databases to realize supply and demand interaction and two -way communication. You can also conduct products such as product testing and consumer satisfaction survey. The Internet provides the best tool for product joint design, product information release, and various technical services.
Oxitized
The promotion on the Internet is one -on -one, rational, consumer -led, non -compulsive, step -by -step, and a low -cost and humanized promotion. The salesman's strong sales interference, and through information provision and interactive conversation, establishing long -term good relations with consumers.
The growth
The number of Internet users has grown rapidly and spreads all over the world. Users are mostly young, middle -class, and high education. Xiang has a market channel with great development potential.
Integration
The marketing on the Internet can be made from product information to receiving and after -sales service, so it is also a full marketing channel. On the other hand, Yuhan's network suggested that enterprises can use the Internet to carry out unified design and planning and coordination implementation of different communication marketing activities to convey information to consumers with a unified communication information to avoid negative effects of inconsistency in different communication.
Igarization
The Internet is the most powerful marketing tool. It also has a variety of functions provided by channels, promotions, electronic transactions, interactive customer services, and market information analysis and provided. It has one -to -one marketing capabilities in line with the future trend of customization and direct marketing.
Hir efficiency
The computer can store a large amount of information, consumers inquiries, the number and accuracy of the transmitted information far exceeds other media, and can update products or adjust prices in response to market demand. Therefore Can understand and meet the needs of customers in a timely manner.
Economic
In information exchange through the Internet to replace the previous physical exchange, on the one hand, it can reduce printing and postal costs. Reduce the loss caused by multiple switches.
The technical
has a distinctive theoretical
The global
The integration of resources
Obvious economic n advantages of network marketing
First of all, the network medium has the characteristics of wide communication scope, fast speed, limited time and regional restrictions, duration, detailed content, multimedia transmission, vivid image, two -way communication, and rapid feedback. The effect of the spread of corporate marketing information reduces the cost of the spread of corporate marketing information. Secondly, the cost of online marketing without stores. And realizing direct sales of products can help enterprises reduce inventory pressure and reduce operating costs. Third, the international Internet covers the global market. Through it, companies can easily and quickly enter the market of any country. Especially the Second Minister of Trade Organization's Second Minister's Meeting decided not to impose tariffs on the online trade before the next Ministerial Meeting. Online marketing has also set up a green channel to the international market.
In recent years, the combination of mobile communication and the Internet marks the advent of the Internet era of mobile phone, which has caused many companies and businesses to face both opportunities and challenges. Online marketing has been increasingly respected and studied. Research Director Cao Junbo shared his long -term research on China's online marketing trend.
Hello, the foundation for mobile Internet to seize the market is to download the client. The more people who download the clients, the more people use the more profits.
Preface
In in recent years, China ’s telecommunications industry has been continuously divided and reorganized, China Mobile Communications Group has become the most powerful and mobile communications business income market share in the first place. With the rapid growth of global mobile communication demand and the rapid development of mobile communication technology, China Mobile has also accelerated its own development. On the one hand, new businesses have been continuously launched and new brands are created. Capital, creating core marketing capabilities, so marketing activities for the mobile communication market are becoming more and more important.
In Boston Consulting Company pointed out in a report: Today's telecommunications industry has unprecedented opportunities to create value, but many companies that try to use these opportunities are encountered a lot of challenges. When pursuing new opportunities, some companies are trying to get the maximum value from their existing market position and business portfolio. Other companies have achieved initial success in concentrated advantages to create strong growth, and have transformed into long -term competitive advantages. Both companies have found that in order to succeed in a fierce and turbulent environment, they must have good offense and defense. In fact, the marketing strategy of the mobile communication market today is in line with this judgment. The design and implementation of future marketing strategies should also be fully launched in this direction.
. Analysis of the current market status of the mobile communication industry
(1) The development of the development of the mobile communication industry and trend
2002, China Mobile's city has grown rapidly. As of November, the total number of mobile phone users has reached 198 million, an annual increase of more than 60 million. In May 2002, China Mobile's GPRS was officially commercialized and launched MMS services in October. China ’s 3G spectrum delineates, the national third and fourth mobile licenses are issued, and the TD-SCDMA Industry Alliance has announced its establishment. New value-added businesses such as mobile payment have developed rapidly. China's mobile communications market has huge room for development. According to statistics from mobile companies, so far, the size and network scale of China mobile users have jumped in the world, second only to the United States. (Data source: /prots/reports.asp? Rid = 41)
1, data business reveals "sharp corners"
, although the voice business is still the main business in my country's mobile communication business, it is short in short, but short is short, but short is short, but short is short, but short is short, but short is short, but short is short, but short is short, but short is short, but he is short. The development of the mobile data business represented by the news and WAP business has entered the beginning.
From the current point of view, the mobile data basic network is under construction, the business model of mobile data business operation has not yet been introduced, and the rate bottleneck of restrictions on the application of mobile data has not been broken. The wireless interconnection application is still rich. The mobile data market has not yet matured. However, the efforts of mobile operators to fully expand their data business and march into mobile IP are accelerating the launch of this market. In the first half of this year, China Mobile Communications Group and China Unicom have launched WAP business. On September 11 this year, the "China Mobile Internet" (CMNET) backbone network -the backbone of the IP business in all aspects of the IP business will be held in Beijing. At the same time, the WAP platform is also stepping up construction, and the SMS platform has become increasingly mature. Not long ago, China Mobile Communications Group and China Unicom tried to open the GPRS business in some provinces and cities. It is expected that the end of this year, at the latest of next year, GPRS will be expected to achieve national commercial use, which means that the rate bottleneck of limited data applications will be broken then will be broken. Essence
The signs show that the development of my country's mobile data business has been unveiled. According to the forecast of relevant persons, at the end of this year, mobile data users will reach 800,000 households, and in 2004, it will reach about 43 million households, of which the number of users of mobile phone online will account for 30%of the number of mobile phone users.
2. The rapid development of the prepaid business
With the initial formation of my country's mobile market competition pattern this year, the competition of my country's mobile operators is also increasingly fierce. In fierce competition, new technologies have become the driving force for the development of mobile communication. Under this driving force, this year's business level of the mobile communication market has shown a scene of prosperity. In particular, the pre -paid business based on smart network technology has developed rapidly and has become a new highlight.
The since the beginning of this year, the prepaid business based on the smart network has shown a strong development momentum, which not only makes this low -end user business a new highlight in the mobile market, but also makes the new business become a strong growth of mobile users' growth. power. In the first five months of 2000, China Mobile Communications Group's "Shenzhou Bank" users have reached 2.7 million households. Especially since March 2000, the number of users of "Shenzhou" has made rapid progress. In just 3 months, more than 2.6 million users have been added, with an average monthly growth of nearly one million households. China Unicom's "Ruyi Tong" prepaid business has also shown a good development momentum.
3, "Dynamic Zone" leads the trend of youth and fashion
"M-Zone" (M-Zone) is a new brand launched by China Mobile Communications for the living characteristics of young people and consumption habits. Human -designed mobile communication customer brand. In M-Zone, young people can find pictures and ringtones that are cool and dazzling, you can find a new and wonderful amount of information, and you can choose a more free tariff combination. Create modern cultural concepts in the form of innovative SMS packages, build new ways of life communication, and open up new channels for obtaining information. The reason why the dynamic zone (M-Zone) can successfully implement the brand-oriented operation is the following reasons (/Donggan/Donggan):
(1) "M-Zone" (M-Zone) positioning in novel!
(2) "M-Zone" (M-Zone) has a new brand slogan- "My site listened to me".
(3) "M-Zone" (M-Zone) mainly provides personalized information to mobile customers. This information covers all aspects of content such as clothing, food, housing, and entertainment.
(4) The "M-Zone" brand has designed "student packages", "entertainment package", and "fashionable", "entertainment package", and "fashion Package "", more, dazzling, more value -for -money SMS package and communication plan for consumers to choose from. "Dynamic Zone" not only provides consumers with high -quality voice call services, but also rich data services. Value text messages, personalized ringtone pictures download, mobile QQ, mobile game, mobile FLAS and other fashion, novel and fun various colors East East There should be everything in Dong. Consumers only need to choose one in the "Student, Fashion, Entertainment Package", and they can be allowed to enter the dynamic zone, enjoy a variety of SMS packages and value -for -money communication plans, and easily play the information world!
(2) International market overview
In recent years, the global mobile communications telephone market has achieved rapid development. The average growth rate of global mobile communication phones from 1992-1997 was 55%. In 1998, the number of global mobile phone telephone users reached 281 million. According to statistics released by the ITU (International Telecom Alliance), at the end of October 1999, global mobile phone mobile phone users have reached 4 billion.
(3) Domestic market overview
The development of my country's mobile communications market has made a rapid progress. Since 1987, my country's mobile communication operation has developed rapidly at an average annual increase of 80%to 100%. In 1987, there were only 3,200 users in mobile communication mobile phones in my country, reaching 43.24 million households in 1999. As of the end of 2000, the number of mobile phone users across the country reached 85.26 million. (The specific data is as follows).
1991 1993 1993 1995 1996 1997 1999 2000,6
users (10,000 households) 4.8 17.7 63.8 157 363 685 1323 24380 5928.8 n increase% - 269 260 148.8 93.1 88.8 75.3 36.5
The Table 1 China Mobile Communications Crossing Unit: Thousands of Households
Remarks: Source: CCID /HANGYE /HY353):
(1) China Mobile's current marketing strategy advantages:
1. The marketing strategy is relatively systematic, which is manifested in the marketing policy that has strong initiative, continuity, and good balance of marketing policies for different users. The use of gifts to enhance the influence on important party and government agencies, try to form a "demonstration effect" and "word of mouth effect";
3, new business gradually become climate, such as SMS, dynamic zone, wireless Internet access, etc. Cognitive degree, its income share also occupies a relative advantage;
4, a large number of "external brains", relying on social consulting agencies and advertisers to improve the level of marketing planning and management;
5. Pay more attention to the collection of market intelligence collection With the accurate grasp of the opponent's condition, increase investment in the internal operating support system, and provide strong technical support for scientific decision -making;
6, strive to build a strategic defense system for mid -to -high -end customers, try to differentiate through service differentiation through service differentiation To improve the loyalty of middle and high -end customers.
(2) The lack of China's mobile marketing strategy is:
1. Business promotion is limited by network technical conditions;
2, measures to retain middle and high -end users are more deviating from the communication industry, which is not conducive to the industry, which is not conducive to The consolidation and play of core competitiveness;
3, the desire to maintain a high profit margin and a good sense of market superiority may lead to insufficient preparation for strategic defense measures for other competitors (such as China Unicom); Marketing concepts need to be deepened: the existing marketing concept is still strong in "sales", and the characteristics of transaction marketing rather than relational marketing are still very prominent;
5, marketing objects need to be refined, mobile operators still lack clear clearness User positioning or regional positioning; marketing management, especially strategic market planning, consumer behavior research, channel integration, and the improvement of intelligence information systems, etc., are still relatively weak. N6, the integration of marketing organizations needs to be strengthened, especially the standards and management of the image storefront in social agency channels need to be enhanced;
. China Mobile implements new marketing strategies to enhance core marketing capabilities based on customer capital r
(1) Definition of customer capital and core marketing capabilities
The communication market competition seems to be intricate and tense. In fact, it is based on the fundamental goal of competing for the user market and gaining more customers. It can be said that implementing the concept of "customer -centric", winning customers, establishing and maintaining customer relationships are the core issues of enterprise development.
"Customer" refers to individuals or organizations who purchase products or services. "Customer Capital" can be understood as the value of customer relationships, including business assets such as loyalty, goodwill and marketing channels other than the organization. When an enterprise has obtained high -quality customer capital compared to competitors through long -term operation and accumulation, and can use customer capital to create value autonomous and effectively, this company has a certain extent with the core marketing capabilities based on customer capital. Essence However, it is not a part of all customer capital of the enterprise. It is an effective part of its core marketing capabilities. According to the theoretical views of the core capabilities, it must be tested through the four aspects of the core ability characteristics. Sexual and self -learning customer capital and its integration are the core marketing capabilities of the enterprise. When an enterprise has the created market and its loyal customers, improves the channels for merging, and shared market resources, then it has the core marketing capabilities of customer capital.
(2) China Mobile's core marketing capabilities based on customer capital
The China Mobile Communications Corporation was officially listed in April 2000. At present , 17950/17951ip telephone and other businesses. Its core marketing capabilities based on customer capital are as follows:
(1) Value creation: service and business leading
The enterprise creation market, there are two common methods for obtaining customer capital increase, that is, "leading users ahead of users "Dharma" Customer Law ". "Leading users" refers to a manufacturer or user who will have a strong demand for a product or service in the future, and now it has strong demand and can benefit from the solution. The "guide customer law" is to surpass the needs of customers. Enterprises under the market economy generally advocate that production is guided by customers, but in many cases, the public does not know which new products are feasible. Therefore, truly excellent modern enterprises are not what products they need, but to guide them to accept new products that meet the laws of the market. By analyzing consumer behavior and psychological analysis, China Mobile has continuously promoted the practice of creating market value according to the characteristics of mobile communication technology and business development.
(2) The construction of the marketing network
The marketing network is an important resource for an enterprise. To gradually transform resources into capabilities, enterprises must strengthen management of marketing channels and networks. Through marketing channels and network selection, incentives, control, evaluation, dynamic optimization and maintenance, etc., the effective operation and continuous extension of the marketing network is ensured.
(3) It is difficult to imitate: win customer loyalty
The China Mobile actively transforms potential customers into real customers through various measures and means, and then builds a long -term good relationship with customers. It will satisfy customers with customers. Transformed into loyal customers.
a, build an excellent corporate culture, lay the foundation for the realization of customer loyalty. The foundation of customers' loyalty is excellent customer service, in the final analysis, it must be achieved through the majority of corporate employees. Therefore, it will integrate the customer's excellent services into the culture and values of the enterprise, and then transform into the values recognized by employees. In the service relationship of the customer, it can be reflected and spread to affect the customer.
B, strengthen the quality of soft and hard service. China Mobile attaches great importance to the interests and needs of customers. By increasing the value of additional services and reducing customers' efforts in time, currency, and energy, it makes customers feel happy and worthwhile when they use mobile services in use.
c, carefully analyze and evaluate the relative segment markets, and adopt a marketing strategy for competitors' time and local, use users to feel superiority in the process of comparing with other service providers.
D, China Mobile has paid attention to improving the company's brand image in recent years, strengthened the positioning of its own "mobile communication expert", making more and more users become loyal supporters of China Mobile Brands.
(4) Self -learning: Share brand
The existence of China Mobile as a business unit of China Telecom before the telecommunications spin -off. In the competition with the only competitor China Unicom, it has always appeared with the background of leading telecommunications operator China Telecom, known for its high network coverage, strong capital strength, and many marketing outlets.电信改组后，中移动继承了原中国电信的绝大部分客户资源和移动通信设备，依托原有的品牌优势，不断推陈出新，依据客户需要推出了“全球通”、“神州行”、“移动梦网”、 Business brands such as "dynamic zones", these old and new service brands are promoted by each other, so that the status and brands of mobile communications lead operators have won new students, creating CIMC's core marketing capabilities based on customer capital.
(3) Implementing new marketing strategies to enhance the core marketing capabilities based on customer capital
The customer capital with long -term loyalty and customer capital that is integrated is an important foundation for the survival and development of a service enterprise, especially for service enterprises. Any business decision -making of the enterprise must meet the needs of users and cultivate customers' loyalty in an important position. China Mobile is no longer at a simple expansion of reproduction. Instead, it has entered a period of intensive development. Only by implementing a suitable new marketing strategy can we truly improve their core capabilities. Therefore, the formulation of new marketing strategies has become an urgent issue.
The marketing strategies usually refer to the specific models and characteristics of the adopt a variety of marketing methods. According to the marketing theory of Philip.kolter, the core content of the marketing strategy is the so -called 4PS (product PROCT, price Price, sales channel Place, promotion Promotion). From the perspective of marketing experts, any strategy of an enterprise must be achieved through a combination of marketing strategies. ([1], [US] Philip Kotler: "Marketing-Asia Edition")
1, product/service strategy
The overall theory of product believes that a complete product should include core products, and core products, core products, and core products, and core products, core products, and core products. Three levels of tangible products and additional products. Among them, the core product refers to the interests pursued by consumers when buying a certain product, that is, the core needs of customers. Tangible products refer to the form of core products to achieve, that is, the entity and service image provided by the market. Additional products refer to all the additional services and benefits obtained by customers when purchasing tangible products, including providing credit, free delivery, guarantee, installation and after -sales service.
In general, the product competes at the same time at the three levels, but the focus will be different at different stages or different market environments. For new products in the market, competition is mainly concentrated on core products, and then with the change of product life cycle, the focus of competition will gradually shift to tangible products and additional products. For most consumer goods and the current market environment that products are generally available, the competition of products is basically concentrated at the level of additional products. China Mobile is no exception.
At present, the product/service strategy of China Mobile Communications Corporation should be mainly focused on the SIM card provided to users, and the various value -added services it can provide. Create a strong brand.
In terms of service, it is necessary to consider that Chinese consumers are easily affected by groups and individuals when consumed. Specifically, pay more attention to each marketing activity; emphasize savings, that is, the value of the matter is worth the value; emphasize the commonality, that is, the person's preferences; emphasize the status, such as the impact of high -income preferences; emphasize face, such as focusing on appearance or outer packaging; society The influence of the family, such as the adverse reflection caused by a bad product, will be more than one consumer, which is likely to be a large group of chain reflection; in addition, there are personal age, occupation, personality, and so on.
The conjunction with the above factors, the current consumption level is lower, competitors have relative price advantages, while China Mobile's high -quality network is not enough to offset its price advantage when attracting low -end users. Take different product service marketing strategies.
In in the urban market, the crowd is concentrated, the merchant concentration, the service awareness is relatively strong, and the consumption level is relatively high. For signing users, you can consider adopting the product marketing strategy of social marketing. Mobile communication services also attract other industries and departments in the society to care about consumers' lives, bring them the greatest convenience and benefits, and reflect "value for money". In addition, considering that my country has joined the WTO, the telecommunications market will become more intense with the addition of foreign telecommunications companies. Mobile communication companies must now consider taking effective measures to implement effective social marketing strategies and stabilize existing users. Specifically, you can do it from the following three aspects:
(1) Adopting a marketing strategy alliance to connect with shops that are closely related to mobile users, such as Carrefour, Ginza, Sanlian, Guihe and other high -end customers. In the mall, we joined forces to carry out alliance interactive activities. As long as it is a mobile user, you can enjoy the convenience of high -quality, low -cost (discount) in the alliance. At the same time, you can also use the monthly list to provide users with alliance service information to users every month.
(2) Establish and carry out user club activities, and regularly carry out various beneficial activities among users. For users who are good, they can award the title of honorary employees of mobile companies and organize them to visit mobile communication companies to enhance their sense of identity in the company. Launch activities such as "Short Message Send Competition", "MMS Send Competition", "Treasure Box Design Contest", "M-Zone Application Competition" and other activities to attract young users to participate to guide fashion trends. At the same time, actively cooperate with the activities to carry out various forms of publicity to establish a good corporate image of "value for money and care for life" among the public.
(3) For personal customers with a monthly average monthly call fee of more than 200 yuan, and key group customers adopt one -to -one marketing services, regularly come back to visit, recommend new businesses, provide new tariff preferential policies, etc. Getting up the feeling of great enjoyment of mobile services.
The brand is the banner of the enterprise. Where is the flag of the brand and where is your territory.
In terms of brand, China Mobile has made a good plan. At present, the three major national dominant product brands have been formed. Potential mid -to -high -end users with great potential for income; in addition, there are a large number of temporary brands launched for regional markets.
The brand operation is a powerful weapon to avoid low -level price competition. It is a strategic investment for telecommunications operators for the future. It is the company's long -term competitive advantage. Choosing brand operations will definitely win the first opportunity for China mobile communications operators to win the communication market competition. This is because: "The product is produced in the factory, and the brand is consumer to buy. The product can be imitated by the opponent, and the brand is unique. The product will be out of date, and the successful brand will be properly managed. It will exist forever. "Choosing a brand operation, the connotation is the harmony and unity between the brand's body (the consumer experience expected to be consumer) and the brand image (the actual feelings of consumers). The brand body comes from the company's commitment to the brand, and the brand image comes from the consumer's experience of the brand. Brand operation is to make consumers gain a good brand experience through an excellent brand of enterprises, so as to make enterprises and their products into a brand brand in the minds of consumers. The relationship between the brand ontology and the brand image is shown in the figure below:
The connotation of brand operation
The above I think that China Mobile should continue to take the brand operation road Users are loyal to make companies easily cope with market competition. For the newly launched "dynamic zone" of China Mobile, we must continue to establish clear brand positioning, conduct strong marketing communication, and expand the reputation of young people.
2, price strategy
The company target is the logical starting point of the corporate price strategy. When setting the price, the company must first know what goals it must achieve from a specific product. The easier it is. The basic goals of the enterprise are survival, the maximum profit of the current period, the maximum income, the maximum sales growth rate, the maximum market share, the maximum market profit, and the reputation of the high -quality reputation.
But in the current telecommunications market, due to the insufficient market maturity, the company's goals are unclear, and the price formulation is more chaotic, China's telecommunications industry is entering a strange circle of "malignant competition, poor control". Mathematical competition is constantly. As a lower -level price game, it has always been the main means for merchants to participate in market competition. The unlimited expansion of the mobile market VPN network, the continuous launch of the tariff package, the continuous launch of the independent package, and the discount of the IP card "diving" are all competition. The price strategies of major enterprises are surrounding the prices of various disguised forms, and the biggest feature of this price war is that market competitors to see a bayonet to see blood, and the result can only be "kill the enemy a thousand and damage eight self -harm eight. Hundred "" is extremely harmful to the country, enterprises and industries.
If experts point out that the essence of malignant competition such as price warfare is actually caused by the non -cooperative competition between operators. The zero -harmony game has attacked each operator until both fell into the predicament of the "prisoner". Therefore, it can be said that cooperative competition is the only way out of the telecommunications industry to come out of vicious competition.
The elder brother of the telecommunications industry, China Mobile, should bravely jump out of this strange circle of vicious competition. It fully realizes that the purpose of competition is to promote common development, not you die. Do not advocate vicious competition, do not advocate
to obtain market share for prices. It is necessary to formulate a suitable price strategy and pay attention to the beneficial development. For the company's three major brands, they can adopt a clear "price discrimination" strategy, that is, to formulate differential tariff adjustment policies for customers with different call expenses, and the formulation of all price strategies should focus on the development of beneficial efficiency. The specifics can be as follows:
(1) For "global" users, the "package" method is mainly used for discounts, and different rates should be formulated in the "global" users according to the degree of contribution;
(2) For users of "Shenzhou Walk", the "family number" method mainly uses the "family number" method to reduce the price in a moderate price;
(3) For the "dynamic zone" users, the new business bundling strategy is implemented to increase the value of customers;
(4) For regional users, implement restrictions on business functions to restrict intervals for mid -to -high -end users.
3, distribution channel strategy
In general, the sales channel strategy must solve the following problems:
(1) the choice and channel level of dealers. The choice of dealers is not only related to product characteristics, production strength, but also consumer consumer characteristics and market environment. Producers should consider comprehensive consideration according to the situation.
(2) The service level and service content of the channel. After the dealer is selected, the service content should be determined. The service content mainly includes pre -sales information provision, consumers' choice of products and assisting consumers to complete the transaction and after -sales service consultation contact contact contact.
(3) The management and control of channels and the support of the dealer.
Theneys, there are two main aspects, one is the choice of dealers; the other is the control and management of sales channels. In terms of the choice of dealers, China Mobile should rely on the business hall's self -run, social channel agency office, and customer manager one -on -one model to develop new users and maintain old users. On the one hand, relying on the original channels left by the original post and telecommunications, we strive to use their sales functions and demonstration functions, and at the same time increase investment in their own channels to reflect the strategic pursuit of their own services; on the other hand The coverage scope and market control of extended products. (Skycc promotion software can also be selected in terms of channels.)
It in the management of social channels, implement the "100 stores" unified CI activity. China Mobile Communications Corporation implements the strategy of diversified distribution channels mainly based on the mobile business hall, and the sales point is mainly communication operation stores. It is recommended that the "hundred stores" unified CI activities in the future, that is, all the sales points of China Mobile Communications Corporation's substitute for the sales point It is necessary to unify the image and truly make "reasonable layout and not leave dead corners."
The China Mobile should seize the characteristics of retailers' attention to circulation, to stimulate the final market with differentiated regional products, and then start the enthusiasm of channels. Gradually improve the quantity and quality of its own channels, which is compatible with the current situation of "guarding". At the same time, we will continue to build his sexual business hall. You can use self -employment and co -organizing forms to build his business hall. When China Unicom's CDMA network was promoted in Guangdong, due to the adoption of improving the commission of agent business, the mobile agency was defected in a large area, causing huge losses to Guangdong Mobile. In order to prevent this situation from reappearing, China Mobile Communications Corporation should also increase the construction of exclusive self -handling offices to achieve effective control of sales channels.
4. Promotional strategy
The so -called promotional strategy is to point out and publicize the existence and characteristics and advantages of consumer or sales channels to communicate and publicize the existence and characteristics of enterprises, brands, and products to arouse demand and create and maintain its image. Specifically, it is a comprehensive aspects of Public Relation, advertising (), and promotion.
It, as described in the pricing situation, the price leverage usually as the main promotional method is prohibited for China Mobile Communications Company. In order to attract customers and increase market share, China Mobile Communications Company secretly adopted various prices and prices, and various prices, and various prices, and various prices, and various prices reduced prices, prices, and prices, and various prices, and various price reductions, prices, and prices, and various prices, and various prices reduced prices, and various prices reduced prices, and various prices reduced prices, and various price reductions, prices, and prices, and various prices, and various prices reduced prices, and various prices reduced prices, and various prices reduced prices, and various prices reduced prices and prices. Promotion methods such as discounts, discounts, delivery fees, free or discounts are sent to other related services, especially in the southern provinces such as Guangdong with a fierce market competitive environment, and there are quite obvious promotional effects. However, after all, these methods violate the relevant regulations implemented, so they cannot make large -scale publicity and advertisements, and have been punished by local industry authorities in some regions.
The legal promotional methods of China Mobile Communications Company are mainly advertising, and have invested a lot of funds to conduct large -scale advertising offensives on various newspapers, television and network media, and achieved good results. The company's advertisement is mainly corporate image advertisements, focusing on highlighting good images in many aspects such as service quality and social welfare, in order to win the cognition and support of the majority of users and the public. In addition, it is recommended that China Mobile adopts many forms of light box advertisements and street signs to strengthen the public's impression and identification. At the same time, in various types of financial and IT professional magazines, mobile companies must further increase the advertising investment in the layout.
The conclusion
The mobile communications in China should strengthen their confidence, continue to exert their advantages in customers, brands and economic scale, and increase the level of innovation; The idea of development in reform, analyze the market environment in detail, use favorable conditions, determine the best marketing strategy, and enhance the core marketing capabilities based on customer capital to welcome the more intense communication market competition in the future, improve China's mobile communications Comprehensive competitiveness to ensure the sustainable and healthy development of future enterprises. We believe that as long as China Mobile Communications Company persists and maintains deep -level services and business leaders, its high -quality image will greatly win the trust of the market.
Reference information: China Network Marketing Network