Marketing Strategies Of Full Services Telecommunications Carriers In 3g Era

Based on the theory of marketing management, the paper explored in details the change of marketing environment and the development trend of marketing distribution in the Chinese mobile industry. Especially the papers also proposed some measures of marketing management concerning Shijiazhuang Mobile Company:Firstly, in the products strategies, the paper proposed product repositioning through market segmentation. The paper suggested that except traditional voice, messaging, internet services, the company should develop:1) such value-added services with real-time processing capabilities as vehicle location, stock exchanges for the middle and high level customers; 2) total solutions of informatization for group customers, for example, the VPN private network access services;3) services for the convenience of the citizens, for example, e-card services for shopping, ticket-booking, paying for public transportation, water electricity and gas, and son on;.4) imformatization services for peasants to make a fortune.Secondly, in the service strategy, the paper proposed that the carriers put emphasis on the'the idea of Customer First. Especially the carriers should diversify their service channels, for example:1) to set up the green channels for VIP customers in rail stations and hospitals;2) to provide discount information of shopping-malls for VIP customers;3) to increase service outlets in rural areas for farmer customers; 4) to implement one on one customer service and to make the regular visit for group customers and so onThirdly, in the price strategy, the paper suggested a differentiation pricing mode based on different customer characteristics. For middle and high level customers, the carriers should draw up different pricing package for balancing the price difference; for INFOWIN customers, the carriers should carry out high-cost and low price strategy for entering the market; for family customers, the carriers should continue to deploy the FNS (family number service) so that more families can share the cheaper telecommunications services.Fourthly, in the channel strategy, the carriers should reform and reorganize the present channel pattern, improve the capabilities of service level, promote standardized operations, strengthen the promotion of electronic channels, cultivate special consultants who can solve the problems of new business, and set up the channels in communities and villager groups.Fifthly, in the service promotion strategy, the carrier should take use of such sounding media as RIT (rural information telecommunications) service platforms, SIT (school information telecommunications) service platforms, MSS based on 3G networks and so on, to strength the new service promotion. To do this the carrier need to pay more attention to balance between advertising expenses and income.Furthermore, the carrier should integrate the China Railway Communication's resources to strengthen cooperation and business integration, and provide integrated broadband, fixed-line full-business solutions.