Marketing Strategy Research For Digital Music Business Of Guangxi Telecom

After the third time of Telecommunication Reformation, China's telecommunication industry has entered into a new development phase. The 3G campaign has been started and the three telecommunication operators have accelerated the steps of full service operation, which has lead to the fierce competition in mobile internet market. The three necessary conditions for mobile internet development are: network, terminal end and implementation, in which no telecommunication operator will allow itself as being a channel supplier only. The biggest characteristics of mobile internet are anytime & anywhere as well as personalization. To attract customers, it is a must to provide various personalized value added service besides a high-speed and stable network as well as various terminal ends. This thesis researches about the marketing strategy for digital music business, which is one of the most important telecommunication value added business and will provide some reference value for China Telecom in the future development of this business.At first, I systematically studied and researched the development trend of domestic digital music business and the expanding condition at each operator's digital music market, determined the principles of Customers First, Give Consideration to Income and Struggle for Profit to establish and implement the development strategy of differentiated digital music based on the detailed analysis on the competition situation, market environment and customer needs of digital music market in Guangxi, and used BLM (a leading strategic model) to establish the digital music marketing series—"My Music Graffiti " Ring Tone D.I.Y. Activities plan for Guangxi Telecom based on the breakthrough point of personalized ring tone business and in accordance with its own advantages and characteristics. This strategy has directive significance for Guangxi Telecom on occupying the market and freeing itself from the difficult situation of lacking of effective measures in value added business, and it is also an important measure for rebuilding the new image of Guangxi Telecom digital music business. Finally, this thesis concludes the marketing strategy for digital music business of Guangxi Telecom and previews its development prospects. Of course it will be explored and summarized during actual operation, and be adjusted according to the changes of market competition and customers' needs.