中国移动4G在大学的推广策略SWOT分析(2)
Chapter Five Conclusion 21
References 23
SWOT Analysis on China Mobile’s 4G Promotion Strategy in Normal University
Chapter One Introduction
1.1 General Statement of the Thesis
China Mobile was officially established on April 20th, 2000. It begins to develop rapidly and the competition among China Mobile, China Unicom and China Telecom also begins to aggravate day by day. But China Mobile still plays a leading role and takes up advantageous status in China’s Mobile communication industry with its popular brand and influence. China Mobile has three main brands, M-zone, Easy-own and Go Tone, each for a certain market. M-zone is for the young, Easy-own for the low consumption and Go Tone for the high consumption. As we all know, the most popular one on campus is M-zone. Because of its poor 3G technology, China Mobile lost its dominance in the era of 3G. China Mobile lost a lot of users, most of whom turned to China Unicom and China Telecom. With the issuance of 4G license, the total situation has changed. China Mobile, as the main operator of 4G, first launches 4G to the market, so it has the absolute advantage to get some users back in the era of 4G.
College students, who are easy to accept and try new things, are the competition point of the three operators. College students, as a representative group, are used to pursing fashion and trying new things, they are not only the current users of China Mobile 4G, but also future potential users of more China Mobile’s services. So the three operators attach great importance to college campus market. By the end of December in 2014, more than 100 colleges have been covered with China Mobile 4G network, of course Normal University is one of that. The availability of 4G network has brought college students a lot of convenience and fun in many ways.
As we all know, there are not many students using 4G network now. At the early stage when China Mobile first launched 4G network, the expense was very high. Although many students can’t wait to experience the high speed of 4G network, they give up when they know the high expense. Also, most students’ mobile phones don’t support 4G network, so if they want to use 4G, they have to spend a lot on purchasing a 4G mobile phone. Also, they never experience 4G, they are not sure whether using 4G can bring them real fun.
Currently, how to take advantage of its strengths and opportunities to develop 4G business to keep its leader position has been an important task for China Mobile. In this thesis, the author will take JSNU for example and focus on the SWOT analysis on China Mobile’s 4G promotion strategy based on the psychology of college students and the current promotion conditions of China Mobile. Then, some feasible strategies will be put forward through matching the internal factors and external factors of China Mobile’s 4G promotion strategy in JSNU. At last, some advice will be given on China Mobile’s 4G development in other colleges.
1.2 Research Objectives and Research Significance
Through the research of China Mobile’s 4G promotion strategies in JSNU, the author tries to find out the strengths, weaknesses, opportunities and threats of the promotion of China Mobile 4G in Normal University among the three operators. We will know China Mobile’s marketing environment and competitiveness, and then the author will match the four factors to get effective strategies of China Mobile’s 4G promotion strategy in JSNU. At the same time, results of this thesis can be used in other college markets by China Mobile.
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