Research On The Marketing Strategy Of Group Client For China Mobile In The Era Of Full-service Operations

On May 24,2008,the "Announcement on deepening the reform of the telecommunication system" was publicized by the Ministry of Industry and Information Technology,National Development and Reform Commission and Ministry of Finance in China,which indicated that the recombined China Mobile, China Telecom and China Unicorn would have access to the full-service operations and 3G licenses,added with fixed and mobile voice and data services,Internet business and other value-added industry.It means that China telecommunications industry has now entered an era of full-service operations,which will bring in a great many opportunities and challenges to the operators.As the prelude of the full—service operations competition opened gradually, the three operators will be matched in lots of fields,especially in the strategic significance group client market.As group client,China Telecom has a strong foundation and occupy a considerable advantage;China Unicom has a relative experience in the full-service operations,does it so in group client market;China Mobile,although it occupied a monopoly position and had absolute advantage in individual clients market,is in a relatively disadvantaged position in the group client market.Therefore,it is very important to research the marketing strategy of group clients in the era of full-service operations for China Mobile.This study aims to systematically analyze the development status,internal & external environments,and trends of the current communications group client market,find out the strategic marketing features and core competence of this market, and then provide fitly marketing strategy and suggestions of group clients for China Mobile.