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Abstract With the issuance of 4G licenses, China’s mobile communication industry entered the era of 4G officially. China Mobile missed the best chance to develop 3G network due to its poor 3G technology. The brand new 4G business is both a chance and a challenge for China Mobile as the main operator of 4G service, Then how should China Mobile make scientific and feasible promotion strategy, especially that in college campus market. It is of great significance for it to take up campus market and develop 4G business. 26264
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College students，as a group who are easy to accept and try new things, have high standards for advanced communication devices and network. With China Mobile’s promotion of 4G service, they must be eager to use 4G network. This thesis will take Normal University as an example. The author will do some research on the promotion strategy of China Mobile 4G, the main part of which is the detailed promotion activities. This thesis will analyze the promotion strategy of China Mobile’s 4G in Normal University from four aspects. And then a SWOT analysis is followed to analyze strengths, weaknesses, opportunities and threats of China Mobile’s promoting 4G network in Normal University. And finally corresponding SO, ST, WO, WT strategies are made according to the results of analysis.
Key Words: China Mobile 4G Promotion Strategy SWOT Analysis
摘要随着中国4G牌照的发放，中国正式进入4G时代。中国移动在3G时代由于其3G技术的缺陷，失去了发展3G的最好时机。面对全新的4G业务，中国移动作为4G业务的主要运营商，这既是机遇，也是挑战。中国移动应该如何科学合理的制定促销策略，尤其校园市场的4G促销策略，对于其抢占校园市场，发展壮大4G业务具有重要意义。
大学生作为较容易接受新鲜事物的一个群体，他们对通信设备以及网络的要求很高，随着中国移动4G业务的逐步推广，他们将是4G网络的主要潜在用户。本文以江苏师范大学为研究对象，研究中国移动在江苏师范大学的4G促销策略，重点在于一些具体的给学生带来实惠的促销活动。本文从四个方面分析中国移动在江苏师范大学的营销环境，继而用SWOT分析法分析中国移动在4G推广时期在校园市场具有的优势，劣势以及面临的机会与威胁，并根据内外部因素得出相应的策略，即SO, ST ,WO, WT 策略，并提出一些对于中国移动在校园推广4G业务的具体建议。
关键词: 中国移动4G 促销策略 SWOT 分析
Contents
Abstract i
摘要 ii
Chapter One Introduction 1
1.1 General Statement of the Thesis 1
1.2 Research Objectives and Research Significance 2
1.3 Overall Structure of the Thesis 4
Chapter Two Literature Review 5
2.1 SWOT Analysis 5
2.2 China Mobile's Promotion Strategy 7
Chapter Three Theoretical Frame 8
3.1 Introduction to SWOT Analysis 8
3.2 The Matrix of SWOT Analysis 10
Chapter Four SWOT Analysis on China Mobile's 4G Promotion Strategy in JSNU 11
4.1 Analysis on Marketing Environment .11
4.2 A Series of Promotion Activities in JSNU 12
4.3 SWOT Analysis on China Mobile’s 4G Promotion Strategy in JSNU 15
4.3.1 Internal Strengths 15
4.3.2 Internal Weaknesses 16
4.3.3 External Opportunities 17
4.3.4 External Threats 17
4.4 The Matrix of SWOT Analysis 18
4.5 Brief Summary 19