The Study On The Marketing Strategy Of Developing Mobile Communication Service Of Guangdong Telecom

As the competition of the telecommunication industry is getting fiercer and China Telecom Corporation has successfully finished its IPO, China Telecom group Guangdong Corporation (GD Telecom in short) who is a most importance part of China Telecom Corporation is facing great challenge, so it is the decision-makers of GD Telecom need to consider urgently that how to develop new operation field and keep the outstanding achievement.This article first studies the macro and micro environments that GD Telecom located in, analysis the feasibility of developing mobile communication service. Then, it studies the mobile communication industry analysis. Third, using BCG matrix, SWOT and value chain theory to study the advantage in competition for GD Telecom, and discuss how to use this advantage to develop mobile communication service. From the result of the study, it indicate that GD Telecom has the advantage in competition to develop mobile communication service, GD Telecom should try its best for applying for the license, at the same time, it should study the client resource and the situation of the market to prepare for providing the diversified service.In other to improve the practical function, this article starts from the fact of GD Telecom, refers to mass correlative data and the successful case of international telecommunication operators, and advances the detail suggestions about marketing strategy of developing mobile communication service of GD Telecom. The strategies are as follows:1. The operating strategy "focus on the client" would be established, and the clients would be analyzed in detail.2. According the clients' age, sex and demand to make the market segment.3. It's the way to obtain the diversity that provides different brand names for different market segmentation.4. To develop the terminal market actively, by the way of participating in the research and sell of the terminals. It's useful to introduce the new serviceand avoid the short of terminals' supply.5. Using effective measure to validate the existing distribution system, especially expand the entertainment, beauty parlor, and shopping mall to become the agents.6. Use effective ways for sales promotion, in order to increase the sells and expands the market share.7. Establish pertinence charging combination to satisfy different consume conventional client.8. Provide attractive charging mode, depend on the service characteristic to decide charging on month or volume.9. Form particular services.10. Select the mature, commercial technology; it's useful to set up the network in short time and save the cost.This article not only can act as the reference for GD Telecom, but also is meaning for China Telecom group.