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1、RESEARCHOFCHINAMOBILESUZHOUBRAHCH’SMARKETINGSTRATEGYON4GABSTRACTTheusersofChinaMobileSuzhouBranchincreasetobecomesaturatedyearbyyear.Threecommunicationoperators,ChinaUnicom,ChinaTelecomandChinaMobile,competeforuserincreasingly.AccordingtoMinistryofIndustryandInformationTechnology,Chi
2、naMobileconstruct3GnetworkbasedonTD-SCDMA.Becausethenetworkhashugegapwiththeinternationalmainstreamintermsoftechnicalmaturityandsophistication,ChinaMobileSuzhouBranchhaslostalotofusers.Since2013,theuserscalehasbeenonthedecline.Atthesametime,theusescaleofChinaTelecomSuzhouBranchandChi
3、naUnicomSuzhouBranchhasbeenincreasing.SoChinaMobilefacesaterriblesituation.Withtheissuanceof4GlicenseinDecember2013,thetechnicalgapofourcompanyhasgone.4Gserviceswillsignificantlyimprovetheuserexperience,reducethelossrisk,andbecomeapowerfultooltocompeteforusers.Inaddition,thedevelopme
4、ntof4Gwillbringsubstantialgrowthofdatatraffic,promotingthecompany'sfutureincomegrowth.Therefore,promotingtherapiddevelopmentof4Gmobileserviceshasamajorsignificancetous.IthasbecomeakeystrategicdirectionofChinaMobileSuzhouBranch.4GservicesofChinaMobileSuzhouBranchhasachievedinitialsucc
5、essin2014.Inthispaper,usingthe4Pmarketingtheorytoanalyze4GmarkingstrategyofChinaMobileSuzhouBranchandputsforwardtheimprovementproposal.Thispapertakesthe4GmarketingstrategyofChinaMobileSuzhouBranchastheobjectofstudy,toexploretheproblemsandimprovementmethod.Thefirstchapteroutlinestheim
6、portanceofmarketingstrategyimprovementanddeterminethecontentandmethodoftheresearch;Inthesecondchapter4GserviceofChinaMobileSuzhouBranchanditsdevelopmentareintroduced,theindustrybackgroundandthesituationofcompetitorsareclarified,whichlaidthefoundationforthelateranalysisofmarketingstra
7、tegyofChinaMobileSuzhouBranch;Thethirdchapteranalyzesthe4GcustomerdemandofSuzhoumarket,accordingtothemarketresearchresults;Thefourthchapteranalyses4GmarketingstrategyofChinaMobileSuzhouBranchandthetwocompetitorsusingthepointofviewof4P;Inthefifthchapter,firstlyweanalyzetheproblemsinth
8、epresentmark
