China Telecom's Mobile Communication Business Marketing Research

From October 2008 to take over China Telecom CDMA assets and the user has launched its own brand of "Tianyi action."In network construction, as at the end of July 2009, China Telecom's 3G network covers the country's 31 provinces,342 cities,2,055 counties and more than 6000 well-developed towns, now covers most of mainland China best 3G networks;User development, not only succeeded in reversing the situation continues to lose customers, but also achieved positive growth in the scale of the user. As of the end of September 2009, China Telecom up to 46.78 million mobile subscribers, and operations at the beginning of the effective number of users compared to 28.4 million, a net increase of 18.38 million, while Sichuan Telecom also took time from less than 80 million users has grown to 300 million users.Compared with the other two operators in the 3G terminal applications, CDMA2000, EVDO 3G mobile phone of the Tianyi brand have been among the best in sales, in the 3G data card market share, by far, this also means that China 3G telecom applications in the current head start, getting a leading edge.Throughout the operation of China Telecom CDMA network in the past year's performance, its achievements worth noting.However, if China Telecom give up further efforts and self-improvement, then the Chinese telecom market ambitious goal can only be " flower of the glass and the moon is in the water" again!The reason is simple, just from the scale point of view, as of the end of September 2009, China Mobile's mobile subscribers already exceeded 500 million, up to 508 million, while China Unicom reached 143 million mobile users. Compared to China Mobile and China Unicom users in terms of size,4 more than 10 million of China Telecom's mobile subscribers is not a scale of magnitude, is far and above compared to the two operators.In network coverage level, although the completion of the current China Telecom, China's most extensive 3G network coverage, but the level of 2G coverage, still, and China Mobile and China Unicom have a wide gap; in mobile networks and mobile business operations experience, China Telecom is the letter of the recruits, there is no capital and rest on our laurels. Therefore, this study focuses on China's mobile communications business in telecom marketing promotion advertising promotion propaganda, product package design, pricing strategy, marketing system, channel construction, analysis, and the current status quo for China Telecom to optimize and improve China Telecom. And it will build a full-service business operator on the basis of the original China Telecom to develop converged services, service packages for different customer base by launching various packages mode, optimized service packages,Improve the package rate; in channel building to enhance the social channels, especially the core hypermarket channels and marketing efforts tied agent channel capacity and improve the terminal penetration.This thesis comprises introduction and four chapters.The introduction part briefly presents the background, purpose and significance of this research. Chapter One introduces the theory of marketing and martketing strategies. Chapter Two mainly introduces the development history of China Telecom (hereinafter referred to as CT) and mobile communication business. Chapter Three analyzes the market competition of CT in mobile communication business, as well as the G-pest analysis, SWOT analysis and major rival analysis. Chapter Four illustrates problems in the marketing strategy in mobile communication business of CT. Chapter Five proposes the optimization of the above mentioned problems and improvement approach, and plans the prospect and development direction for CT. This thesis presents a thorough analysis of the market environment and marketing strategy of the mobile communication business of CT, further illustration of the problems in CT's marketing strategy, and analysis and investigation on optimization and improvement of the marketing strategy. In addition, the thesis proposes the novel marketing model-- differentiated marketing, which means opening up its own "Blue Ocean" in the vast "Red Sea", that is to say, setting up CT's own marketing mode in the cities where China Mobile dominates, combining the network advantage of CT and mobile communication to compete against China Mobile, and taking the advantage of its inexpensive fare in the countryside to expand its market share. This strategy requires us to break through the traditional Red Sea competition, and improves the comprehensive strength and competitive edge of the enterprise.