摘 要
我国移动通信市场发展迅猛，经过改革重组，电信领域已打破垄断，北京移动通信公司面临着前所未有的挑战，主要集中在北京联通、北京电信和两个方面。北京联通公司通过存话费送手机抢占了高端客户，北京网通“小灵通”低廉的话费也赢得了低端用户的青睐，北京移动公司的时常营销处于两头夹击的困境之中。
本文总结了我国移动通信市场发展的现状、特点和挑战，分析了北京移动公司内部存在的不足，同时也研究了北京移动通信市场的现状、发展趋势和竞争形势，采取SWOT 分析方法深入分析了北京移动通信市场的竞争态势。在此基础上，对北京移动通信市场进行细分，对不同性别、不同年龄段、不同职业的客户对北京移动各个品牌的偏好进行调查研究，据此对北京移动通信市场潜力作出科学的预测，指出随着农村经济的快速发展和农民生活水平的提高，今后北京移动的主要发展目标在农村，城镇妇女是一个很大的潜在客户群，北京移动必须细分品牌，调整产品策略、价格策略、拓展营销渠道，作好促销工作。并提出了北京移动要继续保持或扩大市场优势应在营销策略上采取的对策。
北京移动公司CS 策略必须革新，充分重视分析诊断与顾客的每一个接触点，动态地把握用户的消费心理及消费趋向，注意定期、定量、综合测定顾客满意度；同时提高北京移动公司的网络质量，丰富移动通信公司的产品品牌，根据多样化品牌，结合品牌和服务质量，灵活科学地制订适合不同客户群的价格标准；同时应选择适当的媒体组合和宣传方式，实施整合传播；进一步借助现代销售方式，广泛利用商业零售营销网络，建立对代理商的监控体系，拓展营销渠道。
Abstract
Mobile telecommunication market develops rapidly in China. Monopolization in telecom field has been broken after reformation and reconstruction. Beijing Mobile Communication Company faces unprecedented challenge because of competitors, Beijing Unicom, Beijing Telecom and issue of single way charge. Beijing Unicom occupies high end subscribers market through giving free mobile phone to subscribers when they prepay communication fee, while Beijing CNN Company gains favor of low end subscribers because of very low communication fee of “wireless phone”. Beijing Mobile Communication Company is in the middle now. Its ARPU value shows downtrend.
This essay concludes development status quo, character and challenge of china mobile communication market. And uses SWOT method to deeply analyze competition situation on Beijing mobile communication market. Further more subdivides Beijing mobile communication market, investigate and research the favor and bias of different gender, different age and different profession subscribers to every mobile communication operators. On this basis, scientifically forecasts the market potential of Beijing mobile communication market and recommends the strategy that Beijing Mobile Communication Company needs to improve marketing & marketing in order to keep and expand its market advantage.
CS strategy Beijing Mobile Communication Company carries out must emphasize renovation of service and diagnosing & analyzing every contact point with subscribers, dynamically grasping subscribers’ consuming psychology and trend, periodically, rationally and comprehensively measuring subscribers’ satisfaction. It is necessary for Beijing Mobile Communication Company to improve network quality, build diversified brands and flexibly set down price standards suitable for different groups of subscribers in accordance with brands and service quality. Simultaneously chooses appropriate media combination and drumbeating method to perform integrated advertising. With the help of modern marketing method, broadly utilizes commercial retail network, establishes monitor system to agents and widen marketing & marketing channels.
Key Words: market segmenting, marketing strategy, competition situation, marketing combination
Title: Market analyzing and marketing strategy of Beijing Mobile telecommunication
Type: study of application
