Research On Marketing Strategy Of Phone Package Of China Telecom Sichuan Branch

In 2015,China Telecom analyzed that the main source of revenue for China Telecom Group was the monthly basis cost of broadband and mobile phone package.The profit growth point lies in the cost of mobile phone data.The profit innovation lies in the Bestpay(the mobile payment applications created and operated by China Telecom)and 4K IPTV content.However,since the fourth quarter of 2016,China Unicom and Internet companies jointly launched the 2I2 C strategy.China Unicom and Tencent Group launched the "Tencent Wangka" and initiated the concept of "unlimited phone data",which means that with a little cost monthly consumers will enjoy unlimited phone data in designated mobile phone application.Attracted by this innovative phone package model,and based on Tencent's huge user group,the "Tencent Wangka" package attracted 20 million users in only half a year after launching,and exceeded 50 million users in one year.This new phone package model caused tremendous pressure to China Mobile and China Telecom.At the beginning of 2017,China Unicom launched "Ice Cream Phone Package",which means that with payment of 98 yuan / 198 yuan / 398 yuan monthly consumers can enjoy unlimited phone data and a lot phone calls throughout the Chinese mainland.This phone package was widely publicized on Internet,railway station,bus stop board,etc.And it has been generally recognized by consumers.Under the strong competitive pressures and consumers' voices,China Telecom and China Mobile launched their own unlimited traffic packages in May 2017 respectively.Since 2008,China Telecom has acquired CDMA mobile network from China Unicom and entered the mobile phone package market.As a latter competitor and in face of China Mobile's huge user base and market leader status,China Telecom has burdened enormous competitive pressure all the time.At the same time,with its strong capital strength,800 million mobile phone package users and years of technical support,China Mobile replicates the marketing model and marketing strategy of China Telecom to attack the broadband market shares of China Telecom.China Mobile has achieved excellent results in the past two years.To some extent China Telecom has to admit defeat sticking to the broadband market share red line.In the last months before entering the era of 5G,all three telecom operators are paying most of their attention to the marketing of unlimited data mobile phone packages.And the competition in the new subscriber market will enter the white-hot stage.Since July 2017,Sichuan Telecom formally launched their multiple-grade unlimited data phone package at the same time,and the phone packages have been rapidly updated in a short period of time.This paper uses the literature analysis method to make a contrastive analysis on the mobile phone data management research and mobile phone package management status of domestic and foreign telecom operators.This paper obtains the data used in this study through the field survey and other research methods.Through contrast analysis,this paper compares the existing unlimited data mobile phone package design,and analyzes the current situation and marketing problems of mobile phone data marketing and package marketing in China Telecom Sichuan Branch compared with competitors China Mobile and China Unicom.At the same time,combined with marketing theories such as PEST,Michael Porter five forces model and so on,this paper makes a theoretical analysis of the operational environment and competitiveness of China Telecom Sichuan Branch's mobile phone package.Based on STP,4C and CRM theories,this paper analyzes and studies the marketing strategy of China Telecom Sichuan Branch's mobile phone package,and sets up implementation guarantee measures of this marketing strategy.In this paper,there is certain theoretical and guiding significance for the research of marketing strategy of mobile phone package operators.