Hunan Telecom Mobile Business Development Strategy

Hunan Telecom, strongly aspires after all service operation, since it was at a disadvantageous position in its history of fixed-line. How to catch the historic opportunity of all-service operation, adopt effective developing strategy, improve mobile service operation quality of Hunan Telecom, and then survive and develop in highly competitive mobile communication markets, are the urgent problems need to be solved for Hunan Telecom.This paper has systematically analyzed the competition of mobile communication and mobile marketing strategy. Based on the strategic segmentation of customer, investigate the mobile communication market from multiple views. Using marketing survey method, this paper does some market segmentation on Hunan mobile communication services and proposes clear positioning of market and customers. Finally, according to the customer needs and benefits, and also considering the target marketing characteristics, we propose the competitive strategy in a great-leap-forward way. We clearly point out some concrete instances of specific strategies, e.g., the key of marketing strategy of customers, the product mixture strategy and pricing strategy for different customer types. Three customer types are considered, high-end leading customers, middle-end pragmatic customers and low-end growing customers. To ensure the effective implementation of the proposed development strategies, the paper presents a brief analysis on some safeguard measures, from the aspects of enterprise organization structure and resource configuration. The purpose of this article is to study the developing strategy of mobile service in Hunan Telecom based on the strategy level. The proposed points will give a positive guidance and have an important influence on the development of mobile service in Hunan Telecom and other fixed-line telecommunication companies.