Research For XY Telecom's Marketing Tactics Of 3G Mobile Service In The Market Of Colleges

In 2008, China telecom industry was restructured, and thus the whole industry was divided into three major telecommunication operators: China Telecom, China Mobile, and China Unicom. During this process, China Telecom was licensed to operate the CDMA service and thus becomes a integrated information service provider with full businesses including the services of fixed-line, mobile, internet, and data.Compared with China Mobile and China Unicom who have abundant experiences of operating mobile services, China Telecom is absolutely a new comer in the mobile service market and faces a lot of key problems, such as how to increase market share in a short time and how to improve brand awareness. Among so many submarkets in moblie service market, the market of colleges is one of the most important markets that China Telecom attempts to capture. And unlike the mass market, market of colleges focuses on cultivating the spending habbit and brand awareness of students, in order to obtain potential and highly valuable customers for the future development of China Telecom. Therefore, it is more improtant for China Telecom to increase the share of the market of colleges than to simply pursue profits. However, since the college mobile service market is already highly mature, the first problem that should be solved for XY Telecom to seek breakthoughs and increase market share is that it has to find the most suitable models for marketing and market development.This paper firstly , though the PEST analysis , SWOT analysis ,and Porter's Five Forces Model, analyzes the market demand and competitive situation of the 3G mobile service market of colleges in terms of the interior and exterior environments of this market. Then, basing on some theoretical motheds and a deep analysis for the mobile service market, this paper makes some plans about product, price, channel, and sales policy and explores its own marketing tactics for the market of colleges. At last, this paper makes some specific measures to assure the effective implementation of this marketing tactics.