The Study On Marketing Strategy In Southeast Asia Of China Telecommunication Companies

The telecommunication services sector is an important country strategically fundamentalindustry. The level of development of the telecommunications industry not only determines acountry’s information level, but also affects its future development potential. After more than30years of development since the reforming and opening up, China’s telecom service industry hasrealized great achievement. The scale of network and the technical level in China have reached theworld most advanced level. In the global telecom service market, the developed countries haveproposed higher demand, while the developing countries are also trying to improve the fixed,mobile phone access rate and coverage of intemet, in order to bridge the "digital divide" to catch upwith developed countries. This opportunity is too crucial for Chinese telecom servicers to lose, sothey should generate effective marketing strategies to expand the global market. Southeast Asianmarket is one of the best overseas market that major telecom servicers are all competing for.Base on the author’s working experience in Southeast Asia, this research applies globalmarketing management theories and strategy analysis tools such as PEST, Poter’s Five-force Model,SWOT, to analyze China telecom service industry’s current situation and business status ininternational market, especially the Southeast Asia telecom market. This case in this research isabout Cambodia PHS project. Through a series of analysis, it puts forwad appropriate marketingstrategies, and provides theoretical and practical basis for Southeast Asia market expanding.