Days Sound Communication And Sichuan Telecom Terminal Marketing Alliance Building Strategy Research

According to the experts , China's 3G market scale will reach 2500~3000 billion U.S. dollars by 2010, which would stimulate 1.8 trillion ~ 2 trillion yuan related social investment in the next 3 years. Sichuan Telecom faces a very good opportunity. However, 3G terminal remains to be a bottleneck restricting Sichuan Telecom's 3G development. Its Channel system and CDMA industry value chain are very fragile, which are not realistic to establish in a short time. Getting help from social platform, conducting business through social channels is the only way Sichuan Telecom could choose. On the other hand, as an important link of the 3G value chain, Telling Telecom Development Company is also thinking of how to obtain their own profit.Choosing Telling as research object, this paper explored in the construction strategy of Telling and Sichuan Telecom's terminal sales alliance. Firstly, we briefly introduced Telling Company and the status quo of its terminal sales. Secondly, we analyzed its market opportunity and the requirments to transform market opportunity into firm's opportunity. Then, we analyzed Telling's core competences, identified their consistency and pointed out the necessity and benefits of Telling and Sichuan Telecom to form an alliance. After which, we discussed how to establish the terminal alliance, including alliance literature, organization and so on. Finally, based on 4Ps theory, we studied the implementation strategy of Telling and Sichuan Telecom's terminal sale alliance. By analyzing the market preferences, we put forward the product strategy and pricing strategy Telling can use. Then, learning from generalized marketing theory, precision marketing theory etc.,we analyzed its marketing strategy. And channel strategy and business model are also discussed.