Study On A'S Marketing Strategy For Its Mobile Business After The Restructuring

From May 2008, a new round of reform began in the telecommunication industry in China. According to the related policy and regulation, the operators in telecommunication industry began to restructure their business and network resources. Since then there is only three operators existing in the market, and all can operate both fixed and mobile business.The paper is to give an academic research on the marketing strategy for China Mobile to deal with the new environment after the restructuring in the industry. The paper applies the theory of competition, uses the structure in marketing strategy planning, makes deep analysis of the new situation, together with the analysis of China Mobile's competitive advantage, and makes the suggestion for its marketing strategy. The paper suggests that for one thing, the company should take innovation as a core competence, integrating its resources, business and value chain; on the other hand, the company should take customer as a core value, improving the existing business, operation and service level. Further more, the paper also provides practical marketing tactics for its mobile business, regarding the customers, the business, the channel, and the end-user devices.