The Development Strategy On Mobile Services Of China Telecom Beijing Branch

In the Chinese communication market, the domestic operators integrated to 3 full-service carriers, namely China Mobile, China Unicom and China Telecom, after the third round of mergence in 2008. Facing the grim situation of continued decline of fixed-line business in recent years and the new market competition of 3 players after the restructure, China Telecom Beijing Branch urgently need to learn marketing experience from other operators of mobile services and develop reasonable and practical marketing strategies for Beijing market.Based on the literature on operation and development trends of international carriers and Chinese mobile communication market, this paper analyzed and discussed the size of development, competition situation and pattern of Beijing mobile communication market,.With reference of development of international and domestic mobile services operators, this paper summarized successful experience and problems in their history of development. Combined with China Telecom Beijing's mobile business development characteristics, this paper generalized a marketing development pattern compatible with China Telecom's Beijing's mobile business.The author compared with service marketing combination strategy with regard to service attributes of business products for mobile communication. And based on the customer segmentation and demand analysis, the author elaborated on the seven combination factors of the "services marketing combination", and proposed new marketing strategies for mobile business as well as new thinking and method to mobile business of China Telecom Beijing Branch for reference.