The Research Of New Mobile Services Marketing Tactics Of Gansu Mobile Communication Co.Ltd.

In recent years, as people living standard increases and the social life expands, China's mobile telecommunication industry develops fast, which brings about fierce competition to the market. In this market, the new mobile services (include data value-added service, mobile voice value-added service and internet service) have became the focus which each enterprise want to occupy in this field. As the popular business in mobile communication market, in order to promotes own competitive ability, attract the high-level customer and enhances the APPU value, each telecommunications operator regard new mobile services as their first choose, meanwhile, new mobile services have got consumer's welcome in different level in the market.The Gansu Mobile Communications Corporation (hereafter referred to as "Gansu Mobile ") was established in 1999. Gansu Mobile subordinates to China Mobile Communications Corporation that is the state-owned, mainly operates not only basic mobile voice services but also value-added services such as data, IP telephone and multimedia. After unremitting effort, Gansu Mobile have obtained nearly 40% marketing share in Gansu province, and has established a comprehensive network with large coverage, high quality, rich variety of businesses and first-class customer services. Facing with these competitors such as China Telecom Corporation Limited, China Unicom, China Network Communications Corporation, under the environment which the policy environment of Chinese mobile communication industry, technical environment as well as competition pattern have occurred great change, how does Gansu Mobile holds market opportunity that new mobile services developed fast, and simultaneously displays own superiority, develop new services which are different to other competitors, and obtains consumer's approval through the effective market operation, and achieves anticipated profit goal in the end, which is an inevitable problem to Gansu Mobile in future.This paper take marketing, brand marketing, competition's strategy of corporate, customerrelationship management, and other theories as its theoretical basis. Through extensive investigation and reading literature, the writer objectively analysis the external and internal environment of Gansu Mobile, and point out the advantages, disadvantages, opportunities and threats of the Gansu Mobile at Gansu communications market, and point out the marketing'problems of new services system. The paper make a series of marketing strategy for new business system of Gansu Mobile, which include commercialization flowchart of new mobile services, the identification of new services'target market , new services product strategy, pricing strategy, channel strategy, marketing strategy and the establishment of new services'CRM system. At the same time, in order to guarantee these strategies implement smoothly, the writer offer some suggestions. These findings hope to provide some references for Gansu Mobile's development.