Study On Market Strategy For China Telecom E Surfing And China Mobile G3

With China Telecom industry restructuring completed and 3G license issued, China's three operators became full service operators. How do new operators do well in enterprise integration, fixed and mobile network convergence and 3G service development while they have right to operate both fixed and mobile services without business access restrictions? This paper choose the two operators , China Telecom and China Mobile, which are overlord respectively in fixed and mobile communication, to study their 3G market development strategy and hoped to provide reference and suggestions for China 3G market.The development of 3G abord is earlier than China. 3G development history and experience abord has important reference to China's 3G development. Therefore detailed collection of the information is very necessary. And we do a lot work in this area. This paper firstly studies China Telecom and China Mobile operating 3G service using SWOT analysis method which includes strength, weakness, opportunity and threat analysis, then analyze current marketing strategy of E surfing and G3, and find their strength and weakness at last.Research on marketing strategy of E surfing and G3 is based on the principle of Mckinsey marketing strategy analysis model, and combines 4P theory and customer satisfaction to analyze comprehensively value proposition, value provide, value publicity, product, price, place, promotion and customer satisfaction, and give next phase's competition strategy suggestions for current marketing weakness. This paper fully considers the actual situation during study period, and compares China Telecom with China Mobile in operating 3G. So the proposal will be practical and worth to be referenced for the two operators' 3G development.