H Mobile Communications Business Competition, Marketing Strategy Research

By the end of 2008 and early 2009, China's telecom industry has undergone restructuring and the issuance of 3G licenses in two major historical change. H Mobile Communication Company is facing serious challenges on survival and development. How to formulate development strategy about telecom system reform, to consolidate and expand the market quotient in the fierce competitive environment. All of these are the focus of attention in H mobile Communication Company.This thesis comprehensively applying marketing and strategic management theory and knowledge, as for H mobile, fully analyzing on the internal and external environment and key competitors by SWOT analytical method, finds out the marketing strategies of the telecom system reform in the new and competitive situation, and then proposes the implementation plan, and it will make beneficial attempt and exploration for H mobile Communication Company in Full Service.This thesis explores the key element of business development in the Full-service, proposes "transformation" and "efficiency" must be concerned in a new situation. On the one hand, we should change the idea of Marketing, from extensive to fine, from the concern on the traditional voice market to the date flow. The other hand, we should enhance the efficient of the resources, plan the resource rationally, and enhance the effectiveness of marketing.