Study On The Marketing Strategy For Enterprise Customers Of China Tietong Under The Context Of A Full-service Integration

Through the increasingly intensified competition and continuous restructuring in the telecom industry in China, the three incumbent carriers have been authorized a full-service license, and they’ve developed their segmentation marketing strategies targeting residential and enterprise customers respectively. Among all the customers, enterprise customers have witnessed the most intense competition from all the carriers, due to the facts that enterprise customers usually have a big subscriber base, frequent internal communication demands, and comparably a unified method of using mobile communication.China Mobile, the pioneer in the enterprise communication market, occupies over70%market share, and China Telecom accounts for5%for its CDMA customers. By all appearances shall China Telecom and China Unicom be willing to lag behind; on the contrary, they’ll capitalize on their fixed-line network resources and scrabble harder for more enterprise customers. It’s reasonable to believe that a more intense competition for enterprise customers is approaching.In this new round of market competition under the context of full service offering, enterprise customers have become the highlight of competition due to their strategic significance to carriers. Now China Mobile, together with China TieTong, its fully owned subsidiary, is developing a synergy marketing strategy, which is a strategic move for China Mobile to better cope with such a full-service competition, and more importantly a major program on which China TieTong’s future development hinges. This article, taking a foothold in the new background of full service offering and combining the group’s marketing practice, is trying to analyze and investigate the situations for synergy marketing for enterprise customers, the problems and countermeasures as well.This article begins with an analysis of the current development situation of the full service offering in the domestic telecom industry, and points out the key role played by full service offering for the transformer of future players. It proceeds to summarize the sense and meaning of this topic from the perspectives of the investigation situation of enterprise marketing both at home and abroad, the bio-environment for enterprise customers under the context of full service offering, the comparison between enterprise to residential customers, and the enterprise marketing system with China Mobile’s own characteristics.Finally through a thorough analysis of the current situation and problems for the Chinese carriers’s competition for enterprise customers and the barriers faced by China Mobile’s enterprise marketing, this article comes up some concrete measures and tactics for China TieTong’s enterprise marketing. In terms of product bundling for enterprise customers, this article also takes a look into China Mobile’s current product portfolio, including voice products based on its leading2G network, data product based on3G technology, and also broadband products associated with China TieTong. The author believes that China Mobile should carry out a scientific and rational re-development to those products so as to better meet the demands of enterprise customers under the new landscape.