Inner Mongolia Telecom 3g Full-service Marketing Strategy Analysis

From May 2008, the telecom industry restructuring program officially announced the reformation of China Telecom, China Mobile, China Unicom, and launched a new round competition among the three top telecommunications companies in China. In January 2009 when the Ministry of Industry and Information Technology issued three 3G licenses, China opened the era of the big 3G scenario. Inner Mongolia Telecom (IMT), Branch Company of China Telecom, was set up in 2002 after the former China Telecom Group split into China Telecom and China Netcom in the south and north of China. Inner Mongolia Telecom operated the network, marketing services with limited facilities and resources under severe market competition, acceleration of fixed mobile substitution and business operating difficulties. With the Telecommunications industry restructuring and 3G mobile licenses issued, Inner Mongolia Telecom was given a good opportunity to speed up its business.This paper is to first explore how and what 3G business development strategies were formulated and complemented by the IMT. The SWOT method is used to analyse principles of marketing strategy combined with the macro business environment, industry conditions, market conditions and competitive landscape and other aspects of the company's external environment in detail and point out opportunities and threats which exist in China Telecom and Inner Mongolia Telecom. This paper focuses on the potential marketing strategies in promoting the 3G business. Strategies include brand, product, pricing, customer, channel, policy and industrial end-chain strategies. The strategies suggested to be formulated have to meet the overall operational strategy of China Telecom, and the actual marketing capacity of the IMT and local conditions as well. In addition, the article emphasizes the need to improve some of the existing strategies and specific methods to enable smooth progress of 3G telecom services in Inner Mongolia. The enterprise competitive advantages and shortcomings of the IMT are analysed during the period of early 2009 when the 3G services formally started,2010 and first quarter of 2011. The paper is well investigated and discussed based on rich resources including the first-hand statistics and company confidential files.