Study On The Marketing Plan Of Xiaolingtong Of XX China Network Communications Corporation

The commercial service for Xiaolingtong, a Personal Handy-phone System, was started in China in 1998. Currently there have been over 8.5 million users. As a complement and extension to the landline telephone system, Xiaolingtong has captured the hearts and minds of many customers, has changed the competition situation of telecommunication market, has facilitated mobile phone fee cuts, and has actually given a boost to wireless communication development. Also, Xiaolingtong has been very effective in helping traditional landline service providers compete in the market. Currently over half new users for landline service providers are Xiaolingtong users.Although the Telecommunication industry has been voicing different opinions for or against Xiaolingtong during its development process, and no agreement has been reached on its future direction, especially with the upcoming 3G, however, we cannot deny the fact that the commercial service for 3G has not been started in China. Even though 3G licenses have been issued, the service providers still need time to construct networks and develop services. Also, not all Xiaolingtong users will switch networks after the commercial service of 3G is started. As two different forms of wireless communication, Xiaolingtong and 3G will have a long time to co-exist and co-develop complementarily. Consequently, landline service providers should keep paying highly attention to Xiaolingtong services, further clarify Xiaolingtong's target, exploit its unique advantages, and provide the satisfying services to customers via rational business plans, so that Xiaolingtong can keep blooming and flourishing.This thesis introduces Xiaolingtong's technical and service characteristics and compares it against mobile 2G, 3G. Based on the discussion of the development situation for a provincial capital, this thesis tries to apply knowledge of management science, and analyzes the competition circumstances for Xiaolingtong in current wireless communication market, using the SWOT analysis method. As an answer to the current low-fee policy put in force by wireless service providers, this thesis proposes to stress a healthy and preserving-environment communication method during Xiaolingtong development. It also has the following suggestions in order to revitalize the company: (1) to selectively improve communication quality and appropriately enlarge the coverage area based on the current customer volume; (2) to greatly develop value-added services through the permeation of Internet; (3) to use a flexible sales approach through a fine-grained customer classification; (4) to improve the customer ARPU value using marketing mix.To uphold the charm of landline telephone, and to pursue wireless extension - Looking to the future, as long as the development strategy and policy for Xiaolingtong are well positioned and applied, Xiaolingtong can co-exist with 3G for a long time, maintaining vitality and vast space for development.