Case Study of Analysis the Marketing Management and Development Trend of the China Mobile Company Based on Big Data

다국어 초록 (Multilingual Abstract)

The rapid development of the Internet, the increasingly powerful computing and processing capabilities of computers, the rise of cloud computing and data centers, promote the rapid arrival of the era of Big Data. How to make full and effective use of Big Data technology and obtain the huge value contained therein have become the main tasks in the era of Big Data.2[1]. Mobile Communication Big Data analysis technology mainly includes: data mining, artificial intelligence, statistical analysis, sequence arrangement, regression calculation, pattern recognition, neural network and many other important components. Make good use of Big Data , It is also a new growth point for the future development of Mobile Communication industry. 2. Research Purpose In the field of Mobile Communication, the realization of highe r-level information interpretation often depends on the analysis tec hnology of Big Data to achieve innovative development[2]. With t he help of Big Data technology, this paper study the marketing la ws and development trends of Mobile Communication industry; St udy the major variables of marketing, share and brand value;Stud 2 [1] The State Council, Action Program for Promoting Big Data Development, Issued by Guofa (2019) No. 50, August 31, 2015, [2] XiaojingLvMinghaiLi(2021)，Application and Research of the Intelligent Management System Based on Internet of Things Technology in the Era of Big Data，Mobile Information Systems，2021-06-16 10
y to improve the efficiency of Mobile user data collection and us er management; Study the speed of access to transaction informati on and transaction costs; etc. Therefore, it is necessary to study the application of Big Data technology to Mobile Communication. 3. Research Methods (1) Literature research; (2)The combination of sample survey and typical survey； (3)Field research method; (4) Statistical analysis; (5) Dynamic comparison method; (6) Comprehensive evaluation method； (7) Geometric average prediction method. Several research methods are discussed in detail in 1.3.1 and applied in empirical studies. 4. Big Data Processing Methods ① In the large database of 31 branches of China Mobile Communications Group, 6% samples (2 branches out of 31 branches) are selected by using typical survey methods to select the marketing and related data of representative A company and B company during 2017-2020; ② With the help of Big Data sorting, mining, induction, calculation technology, the massive data, sorted into 11 tables, 17 Figures, summed up 8 China Mobile to expand 5G business actual cases; ③A full qualitative analysis of the characteristics of the data is made and a conclusion is drawn. ④ The case is evaluated and 11
predicted by quantitative method. 5. Data Validity and Reliability ① Obtain the original data within 30 days after the company' s investigation in 2021 year，Data is valid; ② summarize and sor t out the original data to select the essence，Data is reliable; ③ China Mobile Group will be listed in A-share market at the end of 2021; operation data can be queried with guaranteed reliability; ④ The data sorted out in this paper can be made public，Other researchers can refer to it(Attached table:Data acquisition process). 6. Research Content：is carried out from the following five acts: (1) Analysis of the current situation of China Mobile marketing. Using knowledge of economics, statistics, and management, analyzes the current situation of China Mobile marketing and its changing trend in recent years from multi-dimension. Sort out the existing problems; Find out the unlimited business opportunities for the future development of China Mobile. (2) Comprehensive evaluation of the main variables of China Mobile marketing (case). ① Establish a variable system. China Mobile has a large amount of data. This paper uses Big Data technology and marketing management theory to screen out key variables that can best reflect marketing, including 13 variables in three categories: financial benefit, business development and asset turnover (see Table 3.1); ② Variable 12
13 hypothesis; ③ Construction of comprehensive evaluation model of marketing variables: == == n k k k mi ki ki k f Y Y A w Y k 11 ( 2 )( 1 ) ④ Variable weight assignment; ⑤ Standardized treatment; ⑥ Ana lysis of evaluation results (3) Development trend and prospect of China Mobile marketing. ① Use geometric average method model: - + 1 = * v ^y n y n 1 1 v - - = n n yy ②predict the outcome (4) Future development path and measures of China Mobile marketing(VI); (5) Research conclusions and deficiencies and further research 7.Innovation Points: (1) Cross penetration of multi-disciplinary knowledge.using multidisciplinary knowledge of statistics, marketing, Big Data technology, 5G and so on, this paper analyzes the marketing cases of the subsidiaries of China Mobile Group, providing reference for the overall development of China Mobile Company Group. (2) Using statistical methods, Classification、 Sorting、 Induct ion、Calculation,the massive Big Data of the case company from
2017 to 2020, make 11 tables and 17 Figures, and summarize 8 actual cases of China Mobile's 5G business expansion. It also ma kes a full qualitative analysis and describes the marketing charact eristics and development status of the case company. This work has not been done by other staff. (3) Establish multidimensional variable system and conduct co mprehensive evaluation.The comprehensive evaluation model is int roduced to evaluate the marketing status of China Mobile Compa ny Group (case) and the contribution of each variable. (4) It tentatively describes the future development path of China Mobile market. (5) Forecast the future development trend and prospect of marketing of China Mobile Company under the guidance of 5G technology. 8.Main Conclusions (1) Problems existing in China Mobile Company are sorted out from multiple dimensions. Considering that China's population accounts for 1/5 of the world's population, problems existing in China Mobile also reflect common problems existing in Global Mobile Communications. These problems need to be solved in the future operation. (2) Through the dynamic analysis, the overall evaluation of 14
the marketing of Chinese Mobile Company is good, and the sales volume and self-owned income of the main variables show an ov erall rising trend, leading the Global Mobile Communication. Glo bal Mobile marketing looks good in 2022. (3) Through the application of Big Data technology, China's Mobile marketing has a bright future, and the Global Mobile Co mmunication marketing has a bright future. In the post-COVID-19 era, in particular, practical approaches and measures are needed to realize the good vision. It includes constructing pan-whole alliance, improving market mechanism and market ability. (4) the new economic era, Big Data to provide market infor mation, make China Mobile Communy enterprises have a more comprehensive understanding, on the demand side and supply side transaction cost drops sharply, the role of economies of scale is bigger and bigger, this makes big companies will do more and m ore strong, the industrial chain extended constantly too, become typical big enterprise. Big Data can accelerate the self-discovery of Mobile Communication enterprises. Combined with the rapid access of enterprises to market information, it can accelerate the r eorganization of resources, optimize the allocation of resources, and improve the speed and quality of economic growth. This also shows that China Mobile is playing an increasingly important role 15
in large-scale transnational, cross-field and cross-industry chain de velopment. 9. Issues to be Discussed The limitations of this study are shown in the following aspe cts: (1) The Global vision is not enough. This study only selects A Companies and B Companies of China Mobile Group to illustr ate the current situation and development trend of China Mobile's marketing with case analysis, and lacks comparative research in other countries and the world. This is mainly because of the diffi culty of obtaining first-hand information. The future needs to expand the global perspective of research ① Comparative analysisof total and various variables of marketin g between China Mobileand SKT, KTF and LGT, three major tel ecom operators in South Korea; ② Comparing Mobile Communic ation services between China and “countries along the belt and Road”, we find out the experience and shortcomings of Global m arketing; ③A comparative analysis of marketing between European, American and Asian MNCSin Korea and European, American and Asian MNCS who are seeking communication solutions from Kor ean telecom operators. (2) This paper selects 13 variables in three categories to anal yze the marketing of China Mobile Company, which can only an 16
alyze the changes of key variables. There are many variables that mobile companies have not analyzed in detail, such as online plat form sales share. In the future, when conditions are ripe, the sco pe of research should be further expanded. 10.Further Research Issues (1) Expand the research variables. Fully absorb all kinds of variables affecting marketing, especially those closely related to 5G, quality management, digital economy, broadband, intelligent e conomy, smart economy, etc.; (2) Expand the scope of research. If possible, I can conduct field research in C company, D Company and E Company under China Mobile Group, join the Global Mobile real economy, makef ull use of Big Data technology for comparative analysis, find out marketing rules and guide marketing practice. (3) Expand the research direction. Combined with the changes in the product system of operators in the 5G era, the reform trend of terminal sales mode, new retail exploration and channel transformation experience of foreign operators, the future development direction of Mobile Companies is studied,The development direction of Mobile operators at this stage can be summarized as "stable (stable)" and "new (innovative)". "Stable" means that Mobile business channels continue to provide high level of user service and closer user maintenance through 17
background fusion on the basis of maintaining the current system. "New" is to carry out bold cooperation and experiment in channel cooperation mode and channel operation foreground for the promotion of 5G business.

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