Discussion On GPRS Service Spread Scheme Of Jilin Province Mobile Communication Company

We ended the monopoly phase and imported the competition in telecommunication trade from the establishment of UNICOM in 1994. Market competition advanced the technology of telecom, declined the price of telecom and improved the telecom service. In Jilin province, all the native telecom operators are spreading their market and are scrambling for "the cake of telecom" under the fully opened telecom market. On the mobile telecom market, firstly, the competition between CMC and UNICOM is extremely intensely . UNICOM began to operate the CDMA-1X service to compete with his opponent—the GPRS service of CMC from the time that CMC began to operate the GPRS service in 2002. Both of them are belong to 2.5G. They are the results of the rapid development and the combine day by day of the mobile and the Internet. All of these deepened the market competition. It is the emergency of GPRS and CDMA-1X that made the mobile competition focus on from the single telephone service turn to all-around mobile communication service. Secondly, CNC are spreading the "PHS" service strongly now and have threatened the mobie market of CMC. As the closing with the telecom trade reformation, it is inevitable that the mobile licenses will be put out. The other operators are waiting for the third or the fourth mobile license now. The competition between them on the mobile market will be more intensely then. Further more, After we entered WTO, the overseas operators will come into the mobile market gradually. All of these changes will bring new competition to our mobile market, and will bring the stress and challenge to CMC which they haven't met before.As the time which CMC spread the GPRS is not so long, its relatively apply is not mature and there are large difference between the data mobile operation and conventional telephone operation, this paper discussed on the spread marketing mix policy to fit on the GPRS service based on the GPRS characteristics and its present status and by the analysis of its SWTO, by the analysis of its target market, by the analysis of its local market etc.Ⅰ,The Analysis to the Motivation of Jilin province Mobile Company Spreading GPRS Service Strongly Introduce the Jilin province Mobile Company briefly and introduce the GPRS service generally. Then this paper analysd in detail to its motivation of spreading GPRS service strongly. Firstly, because the telephone service have become mature gradually, the increase of its revenue become slow and its ARPU become decline gradually . If it want to stride forward a step, the company must find a new increase dot of revenue, must increase its ARPU. And the expectation to the data mobile service of vastly customers provided a chance for Jilin province Mobile Company to spreading its GPRS service strongly. Secondly, Under the stress from its opponent—UNICOM. With the object of maintaining its advantage of competition and decreasing its losing from high quality customers, Jilin province Mobile Company must strongly spread its GPRS service to match CDMA service of UNICOM. Furthermore, the GPRS spreading is for the sake of WAP service and for the fitting on the globally mobile trade tendency. Ⅱ,The Market Environment Analysis to GPRS Service of Jilin province Mobile CompanyFirstly, this paper analysed to the market demand tendency of mobile trade development so as to proceed the analysis to the target market of the GPRS service. Then this paper recounted the macroeconomic environment and the competition status of our country's telecom trade. It analysed in detail to the company's main opponent and made the policy for preliminary competition. Finally, it is SWOT analysis of GPRS service. If it want to maintain its competition advantage, Jilin province Mobile Company must decrease its weakness and avoid the threat of environment at the same time, and it must develop the interior advantage and make use of exterior chance fully.Ⅲ,The Market Spread Scheme of GPRS serviceFirstly, This paper analysed the market status at present of...