Study On Marketing Strategy Of Chinese Telecommunication Operators Based On Theory Of Value Network

With the rapid technological developments and increasing market competitions, Chinese telecommunication industry is undergoing a radical transformation. Faced with the ever-changing environment, many of the analytical tools, as well as techniques and frameworks of value creation, have become obsolete. These analytical tools therefore require modifications in order to analyze the underlying value creation logic of corporations under such circumstances. As a result, scholars have put forward a value network theory and state that value network is a dynamic network in which value mobiles interactively. This theory stressed that corporations should treat customers as the core of value network and should satisfy the individual demands of customers, moreover, to motivate the network partners to create value mutually.This thesis first compares the different contents between the theory of value chain and value network and illustrates the characteristics and value creation pattern of this new value network theory. In addition, taken the telecommunication industry as an example, this thesis compares and analyzes the characteristics of the telecommunication industry and the features of value network theory and finds out the correlated features between those in order to deduce that value network theory is effective in analyzing the telecommunication operators' value creation activities. Finally, it makes a comparison of the four major Chinese telecom operators' marketing strategy based on the theory of value network, including China Mobile, China Unicom, China Telecom, China Netcom's marketing strategy and ultimately summarizes the marketing strategy's characteristics of Chinese telecom operators based on this theory. The thesis aims at making some modifications on the theory of value network and expects that Chinese telecom operators would take this study as a reference while designing their marketing strategy.