Marketing strategies of the mobile communication industry in China : a case study of CMCC in Xi'an | |
| Author | Youzhen, Liu |
| Call Number | AIT RSPR no.SM-06-33 |
| Subject(s) | Cellular telephone service industry--Marketing--China Telecommunication equipment industry--Marketing--China |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-06-33 |
| Abstract | Along with the economic development and the life quality improvement, mobile communication industry has become a relatively attractive industry. Reform and liberalization in telecom field have taken place in China. Currently there are two main players (CMCC and China Unicorn) in China mobile communication market. China has mature GSM/GPRS and CDMA networks and its own 3G standard called TD-SCDMA. China has great potential mobile communication market. Xi'an is one of the big cities of China with a population of 7.41 million. Van Mobile subordinates Shaanxi Mobile which mother company is CMCC. The researcher analyzed the service and core competence of Xi'an Mobile to find out the ongoing strategy with customer survey and how the company competes with the competitors and find out how to improve the customer loyalty, how to promote the new data service and how to expand the group business are the key tasks for Xi'an Mobile to keep the leader position in market competition. Firstly, Xi'an Mobile should increase both loyalty and satisfaction of the customers. Secondly, Xi'an Mobile should develop new services based on the existing network resources to reduce the gal) between customer actual need and service Xi'an Mobile provided. Thirdly, Xi'an Mobile should make the package price clearly. Fourthly, Van Mobile should build the long term relationship with cooperative distributors. Furthermore, employee training about customer roles, customer relationship, public relationship and service skills will be more important for all the staff. Recommendations are provided about how to improve marketing strategy and internal strategy |
| Year | 2006 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-06-33 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Tang, John C. S.; |
| Examination Committee(s) | Sununta Siengthai;Donyaprueth Krairit; |
| Scholarship Donor(s) | AIT Fellowship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2006 |