.3 G Licenses China Telecom's Transformation

The progress of Socio-economic and innovations in telecommunications technology, especially the arrival of the 3G era,Chinese telecommunications operators are faced with not only severe challenges, but also great opportunity. As a traditional fixed telecommunications operator, for China Telecom in the 3G era, it is important that how to meet challenges and seize opportunities, how to design strategies, how to implement tacit. This paper also from this perspective begins to explore the issuance of business strategy analyzing after the 3G license to China Telecom.From the macro to micro, the inside to the external market environment analysis, Combined with the successful model of 3G operators in foreign country, using 3G industry value chain analysis, FMC fixed-mobile convergence (Fixed-Mobile Converge) strategy applied to China Telecom, This paper attempts to form the overall marketing strategy and specific business strategies of China Telecom, as well as viable policies and proposals for the development of China Telecom in the 3G era.Based on strategic management and marketing theory, combined PEST analysis (Politic analysis,Economics analysis, Society analysis. Technology analysis, PEST), SWOT (Strength, Weakness, Opportunity, Threat and SWOT), five strategic Model environmental and so on , through external macroeconomic environment, industrial and microeconomic environment analysis, the paper is to determine the overall FMC strategy framework and implementation steps of China Telecom, and break it down to form specific strategies and measures.The author uses strategies theory and marketing theory analyses business strategies of China Telecom Corporation Limited from three administrative levels, these are development strategy, competition strategy and exercisable business strategies. In the end the author specially emphasizes China Telecom Corporation Limited should pay attention to the Fixed Mobility Convergence,through that it could upgrade their competition predominance.In the course of 3G business of China Telecom, for Competitive strategy , China Telecom should stand up the clear market positioning as followers; by network, pricing and outsourcing business, China Telecom will win cost-leading; highlight differencesstrategy in brand-building and customer service and so on; better business orientation and market segmentation for development of value-added services; China Telecom can bring the central role in the value chain into full use, especially in the reunification in brand and cooperation partners management, while strengthening the strategic cooperation with equipment manufacturers, strengthen cooperation with the business of third-party content providers, and correctly handling the relationship with customers.In the marketing tacit, the paper puts forward relevant proposals about products, pricing, channel, sales and marketing combination for China Telecom. In products, grasping the main point of the market, the sub-market, development of new products, the control of industrial chain; for pricing, including the pricing strategy and policy; and from own channels, and agent system, direct channels, constructing the channel; using various focusing forms, to establish the 3G marketing strategy; combining effective marketing tools, and marketing methods to the realization of the corresponding market target.