Research On The Marketing Strategies Of Beijing Telecom Mobile Business

As the largest fixed-line network corporation, China Telecom Corporation develops more and more slowly because of fierce competition in Chinese communication industry and mobile replace fixed-line. It begins to transform the strategies from traditional network business to integrated information service business. China Telecom makes new profit by using this strategy. The progress of innovations in telecommunications technology, especially the arrival of 3G service, China Telecom is faced with not only severe challenges, but also great opportunity. It gains full-service business qualification.By analyzing and summarizing Beijing telecom marketing environment, including macro-environment, micro-environment, its strengths, weakness, opportunities and threats, using various theory and technique of marketing, The thesis brings forward marketing strategies that are suitable for Beijing telecom mobile business.The thesis draws a conclusion that Beijing telecom should take advantage of its strengths that are located in fixed-line broad band and customer resource. Combining with mobile technology development, Beijing Telecom should subdivide mobile consumer market; make differentiated marketing strategies in product, price, channel and sales promotion. Beijing Telecom will win highlight differences strategy in brand-building and come into being profit growth point.