A Telecommunications Company, Mobile Internet Products Marketing Strategy Research

Facing the era of mobile Internet, traditional modes of communication operations are being broken, and the new operating model is taking shape. For communication operators, it is a challenge as well as an opportunity. China Telecom has formally been granted mobile licenses since October2008. As a new member in the mobile services market, confronting a market where full-fledged competition is prevailing, A telecommunication company is making every effort to develop its own business. Meanwhile, it is inevitably challenged by other operators. It is the field of mobile internet that faces the most intense competition.As to A telecommunication company, the operation of mobile Internet and the whole business has revolutionized the solid-single and relatively closed business models in the fixed network era, which greatly increases the complexity of marketing strategy optimization.Through analyzing the background of the development of China’s mobile Internet business, as well as the necessity of researching the marketing strategy of telecommunication companies, the paper describes the current developments in the theory of business strategy, marketing and brand positioning theory, and related methods. Moreover, in the application of combining theoretical and empirical research, combining theory and case analysis, the paper makes a further SWOT analysis of marketing environment of A telecommunication company, which is based on a detailed analysis of its marketing environment. The paper points out the current situation and problems occurred in its product strategy, pricing strategy, sales strategy and channel strategy. It also puts forward a business strategy that should be taken for the operation of mobile Internet business by A telecommunication company.