The Marketing Strategy Analysis Of GXL Telecommunication Company

Chinese telecommunication industry has made a great achievement after reform and opening. In 1998 our telephone subscribers reached 100 million, and till Nov. of 2003 it break through 500 million, 50% for mobile, 250 million for fixed network. Mean while, telecommunication industry has become the most important driving force for our national economy, provided basic foundation and stable guarantee for our national economy and whole social informationlization.The telecommunication industry experienced a process from monopolization to competition. From the split between telecommunication and post in 1998 to the split between north and south of Chinese telecommunication in 2000. It finally forms the 5+1 competitive situation. The operators have to be faced with the new circumstance and the new competitive situation. It is a main task for them that how to grasp the direction of the future development from the strategic point of view in order to make an efficient and suitablemarketing strategy.My report try to integrate the knowledge we have learnt in MBA course to solve the problem of how to analyze and choose a right marketing strategy and how to carry out the strategy successfully, as far as GXL telecommunication company .First we start from the environment of communication industry and the industry competition situation. We analyze the macro environment, competitive situation and marketing status in order to have a clear picture about this industry trend, the policy, the law, as well as the technical and competitive situation. We research environment of the company to find out the strength and weakness compared with competitors by analyzing the internal resource and competence and understanding the external opportunities and threats.The second, we find out the Key Successive Factor by analyzing the company.The third, we make a choice for the marketing strategy in future , for example the differentiation strategy for the fixed telephone voice for now, the cost-scale strategy for the wideband data service for now and the creation strategy for the wideband data service for future etc.Finally , we build the control system for realizing the strategy.