Study On The Marketing Strategy Of The Nanyang Telecom In Mobile Service Market

The growth of global economy and the lifting of industry infomationization tide has spurred the rapid development of mobile telecommunication, which makes digitization and networking an unavoidable trend in today’s world,and China is also moving into the mobile Internet era gradually. The advent of mobile Internet era brings many new opportunities to telecom operators.For China Telecom,a full service provider, how to seize these opportunities to promote the popularization of mobile service in various fields and increae its market share in mobile service market becomes its first consideration. So in this paper,we take the mobile service of Nanyang Telecom as an example to investigate factors that influence the marketing of mobile service and build a model to evaluate telecom operators’ performance in mobile service marketing,which is of significant value to help China Telecom to transform its marketing strategies for the purpose of winning the market in the mobile Internet era.First of all,we review a series of classic marketing theorie such as 4P and 4C theory,relationship marketing and integrated marketing, then we sort out main factors that influence telecom operator’ marketing strategies in mobile sevice market based on the previous theory reviews, which lays a solid foundation for the build of the evaluation index system and model in the following chapter. Then.based on PEST analysis model,combined with interviews of staff in Nanyang Telecom,we analyze Nanvang Telecom’s status quo in mobile service market.including its strength and weakness in this market,and summed up Nanyang Telecom’s existing problems in mobile service marketing.On the grouds of proceeding theoretical and empirical research, this paper builds an evaluation model for telecom operators’ mobile service marketing based on triangular model of marketing strategy and mobile service model.This evaluation model consists of five dimensions:corporate benefit, external environment, internal capacity,target customer and marketing capabilities,and these five dimensions can be subdivided into a number of indicators, including profitability, user development, market share, potential market, corporate image, and so on. Then we utilize Delphi method and questionnaire survey to screen and evaluate these indexes and test hypotheses through factor analysis and testing of reliability and validity,for the purpose of building a scientifical structural quation model to evaluate telecom operators’ marketing.Finally, on the basis of evaluation model we have built, we put forward marketing strategies for Nanyang Telecom.Based on market segmentation,we propose product strategies to targete at customers’ needs, channel strategies to maximize customer’ convenience, pricing strategies to minimize customers’ costs and promotion strategies to achieve the most effective communicationwith customers.And these strategies afford practical marketing strategies for Chiana Telecom to develop its mobile service in Nanyang,which is of popularization value.