中国移动通信公司国际市场营销策略研究
摘要
中国加入世界贸易组织后不仅给我们整个社会的经济、生活带来巨大变化,而且使国际贸易发生了巨大变革,使在贸易中占据重要地位的国际市场营销活动面临着新的选择和挑战。随着全国通信运营企业竞争环境的变化,中国移动通信公司面临的市场竞争形势更加严峻。为进一步提高竞争力,中国移动通信公司必须详细的分析市场环境,结合自身的有利条件,确定出独特而完整的营销策略;同时继续积累客户资本,打造核心营销能力,以保证未来企业持续、健康的发展。本文运用国际市场营销理论,分析了中国移动通信公司的国际市场营销现状及未来发展的前景,并有针对性地提出了中国移动在今后国际市场营销中的战略和对策。
This paper discussed the theory of international marketing to domestic and foreign development in China, analyzed the existing problems during the development stage, and pointed out the international marketing prospects as well as the strategy to international marketing in China after WTO. Along with the nationwide telecom competitive environment changes, and China Mobile faces competition in the market even more severe situation, in order to further enhance the competitiveness, China mobile must analyze the market environment, combine its own favorable conditions, and identify the unique and integrity of the marketing strategy.
China Mobile on the international marketing strategy of this paper is divided into five parts:
In this paper, the first part is Introduction. To study the international marketing strategy of China Mobile by this paper, the paper starts from International Marketing Overview and introduces to the development of international markets and the significance of this paper. The significance of the development in the international market is: Firstly to enhance China Mobile in the industry's competitiveness; second is to improve China Mobile's social influence. If China Mobile could not become an international companies, that would not have real international competitiveness.
The first chapter is the international marketing theory, international marketing is facing a more complex and volatile than domestic marketing environment, and this will enterprise marketing strategy formulation and implementation have an important impact. Enterprises must be based on different countries, different nationalities, different target markets in the marketing environment, a different marketing strategy. If enterprises on the international market lack of in-depth analysis and research on their own resources, the lack of serious, careful, careful and comprehensive consideration, hastily made to enter the international market, in marketing decision-making, and the results are unpredictable.
Chapter II, next to study marketing methodology and marketing strategies from the international mobile operators, and draw of China's telecommunications operators adopted the following marketing strategies: from voice services to data services business changes; importing new technology, innovation, achieving sustained development, China mobile industry independent innovation of the road of sustainable development; introduction of absorption, and to break down foreign monopoly; independent innovation, building telecommunications power, through the development of TD-SCDMA, an enterprises as the core with independent innovation system has been initially set up in China mobile industry, and fully demonstrated the independent innovation of the industry and promote the development of the lead role is a comprehensive take-off and laid a solid foundation for China information industry.
Chapter III, Comparison with domestic marketing figures out the deficiencies and the problems faced in the current international marketing, and the development trend was further elaborated to obtain China's objective of opening up the international market reasons. International Development for China Mobile is an inevitable choice by dealing with the current situation. In the development of the domestic market-leading position makes China Mobile that will face of international issues in the next step and how to make use of a means of capital operation to continuously lead in the domestic market and external preface for the expansion of the primary problems. After joining the WTO, China telecommunications industry has posed a severe challenge, in the face of pressures from all sides and China Mobile has to realize motivation factors and growing pressure, strategic thinking, operational risks prevention; to utilize advantages of international marketing to compete internationally after WTO. Joining WTO provided international perspective, which helps China Mobile bring the international marketing into its own combination of strategies.
Chapter IV, finally, through the analysis above, China Mobile adopted strategy in the international marketing are as follows:
1. The brand strategy
In the brand, China Mobile has already made a good planning. There are three brands:‘GoTone’,’ShenZhouXing’,’M_zone’. Respectively cover the high-end, highly mobile users and the potential is great potential for gains in the high-end users. There are also a large number of regional markets for the temporary launched brand. By analyzing the brand strategy of universal significance, the image of that brand competition in the market is increasingly becoming the key factor in the outcome.
2. Market segmentation and target marketing strategy
At present, the telecom operators in the influence of technology is gradually weakened, the major carriers to offer more products similar to the level of telecommunications services not very different and, in an increasingly competitive telecommunications operators reflected in the marketing, and the breakdown in the marketing of - the key. China Mobile according to the customer's consumption capacity and for high, medium and low-end to various groups, customers was divided into the‘GoTone’and’ShenZhouXing’and’M_zone’. three customer base, a breakdown of the marketing pioneer; According to nature, users will be clearly divided into large customers, business customers and the general public, the three-level, targeted to formulate development strategies. To the company's three brands there is distinct‘price discrimination’strategy, which calls for different customers spending enacted difference fee adjustment policy, all prices to the formulation of a strategy on economic efficiency. In the international market, the use of simple and practical combination of fee packages for customers is the key, each packet contains different rates of local calls, regional calls, roaming calls, international long-distance calls, such as when long.
3. International Marketing Competition Strategy
With China's accession to the WTO accelerate the pace of China's enterprises in the mobile telecommunications market, products, services and people, and so is faced with access to the global telecom arena, the challenge of participating in international competition. Member consumption offered by the system, plays a stable income and sustainable development of the effect of the full implementation of e-commerce strategies, to create a good market environment; implementation of preferential schemes, encouraging users to consumption. In short, together with various forms of marketing tools, and flexible implementation of marketing programmers to root out the market, with a strong campaign to capture the market, China Mobile Communication in international marketing will be more business growth.
4. 3G promote business strategy
According to the development of world's major regions, through the analysis of the international operator then China Mobile Marketing Strategy developed their own strategies of the 3G. At present, Chinese 3G license has not been released, but we should prepare for the rainy day. China's current GSM System access to a turning point in the product life cycle, and activate 3G business is to meet the rapid growth of the number of mobile users, and to achieve sustained rapid development. China Mobile's GSM network and the 3G network will be in a fairly long time in both, 3G business in China Mobile to enter the international market favorable conditions.
Through the above analysis we draw concludes: After China joins the WTO, the domestic enterprises will face more intense competition, facing multinational corporations brand the tide of globalization, in order to marketing in the international market and the competitiveness of transnational corporations in a place, keep the domestic market further to the international market, China's enterprises in the international market research, marketing strategy appears to be particularly important. The author at home and abroad in search of the relevant articles and books on the basis of research and analysis of China Mobile Communications Corporation in the international marketing in the marketing strategy for the domestic telecommunications enterprises in the international market provided some marketing draw.
This paper discussed the theory of international marketing to domestic and foreign development in China, analyzed the existing problems during the development stage, and pointed out the international marketing prospects as well as the strategy to international marketing in China after WTO. Along with the nationwide telecom competitive environment changes, and China Mobile faces competition in the market even more severe situation, in order to further enhance the competitiveness, China mobile must analyze the market environment, combine its own favorable conditions, and identify the unique and integrity of the marketing strategy.
China Mobile on the international marketing strategy of this paper is divided into five parts:
In this paper, the first part is Introduction. To study the international marketing strategy of China Mobile by this paper, the paper starts from International Marketing Overview and introduces to the development of international markets and the significance of this paper. The significance of the development in the international market is: Firstly to enhance China Mobile in the industry's competitiveness; second is to improve China Mobile's social influence. If China Mobile could not become an international companies, that would not have real international competitiveness.
The first chapter is the international marketing theory, international marketing is facing a more complex and volatile than domestic marketing environment, and this will enterprise marketing strategy formulation and implementation have an important impact. Enterprises must be based on different countries, different nationalities, different target markets in the marketing environment, a different marketing strategy. If enterprises on the international market lack of in-depth analysis and research on their own resources, the lack of serious, careful, careful and comprehensive consideration, hastily made to enter the international market, in marketing decision-making, and the results are unpredictable.
Chapter II, next to study marketing methodology and marketing strategies from the international mobile operators, and draw of China's telecommunications operators adopted the following marketing strategies: from voice services to data services business changes; importing new technology, innovation, achieving sustained development, China mobile industry independent innovation of the road of sustainable development; introduction of absorption, and to break down foreign monopoly; independent innovation, building telecommunications power, through the development of TD-SCDMA, an enterprises as the core with independent innovation system has been initially set up in China mobile industry, and fully demonstrated the independent innovation of the industry and promote the development of the lead role is a comprehensive take-off and laid a solid foundation for China information industry.
Chapter III, Comparison with domestic marketing figures out the deficiencies and the problems faced in the current international marketing, and the development trend was further elaborated to obtain China's objective of opening up the international market reasons. International Development for China Mobile is an inevitable choice by dealing with the current situation. In the development of the domestic market-leading position makes China Mobile that will face of international issues in the next step and how to make use of a means of capital operation to continuously lead in the domestic market and external preface for the expansion of the primary problems. After joining the WTO, China telecommunications industry has posed a severe challenge, in the face of pressures from all sides and China Mobile has to realize motivation factors and growing pressure, strategic thinking, operational risks prevention; to utilize advantages of international marketing to compete internationally after WTO. Joining WTO provided international perspective, which helps China Mobile bring the international marketing into its own combination of strategies.
Chapter IV, finally, through the analysis above, China Mobile adopted strategy in the international marketing are as follows:
1. The brand strategy
In the brand, China Mobile has already made a good planning. There are three brands:‘GoTone’,’ShenZhouXing’,’M_zone’. Respectively cover the high-end, highly mobile users and the potential is great potential for gains in the high-end users. There are also a large number of regional markets for the temporary launched brand. By analyzing the brand strategy of universal significance, the image of that brand competition in the market is increasingly becoming the key factor in the outcome.
2. Market segmentation and target marketing strategy
At present, the telecom operators in the influence of technology is gradually weakened, the major carriers to offer more products similar to the level of telecommunications services not very different and, in an increasingly competitive telecommunications operators reflected in the marketing, and the breakdown in the marketing of - the key. China Mobile according to the customer's consumption capacity and for high, medium and low-end to various groups, customers was divided into the‘GoTone’and’ShenZhouXing’and’M_zone’. three customer base, a breakdown of the marketing pioneer; According to nature, users will be clearly divided into large customers, business customers and the general public, the three-level, targeted to formulate development strategies. To the company's three brands there is distinct‘price discrimination’strategy, which calls for different customers spending enacted difference fee adjustment policy, all prices to the formulation of a strategy on economic efficiency. In the international market, the use of simple and practical combination of fee packages for customers is the key, each packet contains different rates of local calls, regional calls, roaming calls, international long-distance calls, such as when long.
3. International Marketing Competition Strategy
With China's accession to the WTO accelerate the pace of China's enterprises in the mobile telecommunications market, products, services and people, and so is faced with access to the global telecom arena, the challenge of participating in international competition. Member consumption offered by the system, plays a stable income and sustainable development of the effect of the full implementation of e-commerce strategies, to create a good market environment; implementation of preferential schemes, encouraging users to consumption. In short, together with various forms of marketing tools, and flexible implementation of marketing programmers to root out the market, with a strong campaign to capture the market, China Mobile Communication in international marketing will be more business growth.
4. 3G promote business strategy
According to the development of world's major regions, through the analysis of the international operator then China Mobile Marketing Strategy developed their own strategies of the 3G. At present, Chinese 3G license has not been released, but we should prepare for the rainy day. China's current GSM System access to a turning point in the product life cycle, and activate 3G business is to meet the rapid growth of the number of mobile users, and to achieve sustained rapid development. China Mobile's GSM network and the 3G network will be in a fairly long time in both, 3G business in China Mobile to enter the international market favorable conditions.
Through the above analysis we draw concludes: After China joins the WTO, the domestic enterprises will face more intense competition, facing multinational corporations brand the tide of globalization, in order to marketing in the international market and the competitiveness of transnational corporations in a place, keep the domestic market further to the international market, China's enterprises in the international market research, marketing strategy appears to be particularly important. The author at home and abroad in search of the relevant articles and books on the basis of research and analysis of China Mobile Communications Corporation in the international marketing in the marketing strategy for the domestic telecommunications enterprises in the international market provided some marketing draw.
引文
1 http://uip.ln.cmcc
2 http://www.ln.chinamobile.com
3 http://iptv.lmtw.com/IGD/200711/43816.html
4 http://iptv.lmtw.com/IGD/200711/43816.html
5 http://iptv.lmtw.com/IGD/200711/43816.html
6 http://iptv.lmtw.com/IGD/200711/43816.html
7 http://iptv.lmtw.com/IGD/200711/43816.html
8 http://tech.sina.com.cn/i/2006-05-26/1903959307.shtml
9 中国信息产业网:http://www.cnii.com.cn/20080308/ca455082.htm
10 中国信息产业网:http://www.cnii.com.cn/20080308/ca455082.htm
11中国信息产业网:http://www.cnii.com.cn/20080308/ca455082.htm
12 辽宁移动公司内部网站 Http://uip.ln.cmcc
13 辽宁移动公司内部网站 Http://uip.ln.cmcc
14 中国移动 http://www.chinamobile.com
15 中国移动网站 http://www.chinamobile.com
16 http://qb.hninfo.gov.cn/pub/qingbao/jzqbdt/downfile/200611/P020061124324457651014.doc
17 http://qb.hninfo.gov.cn/pub/qingbao/jzqbdt/downfile/200611/P020061124324457651014.doc
18 http://qb.hninfo.gov.cn/pub/qingbao/jzqbdt/downfile/200611/P020061124324457651014.doc
19 http://qb.hninfo.gov.cn/pub/qingbao/jzqbdt/downfile/200611/P020061124324457651014.doc
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[2] [美]乔尔·埃文斯,巴里·伯曼.市场营销学教程[M].张智勇译,华夏出版社, 2001.
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[7] [法]让·雅克·拉丰,让·泰勒尔.电信竞争[M].人民邮电出版社,2006.
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[10] 郑志海.入世与服务业市场开放[M].中国对外经济贸易出版社,2006.
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[12] 向隽.中国移动 3G 业务运营策略分析[J].通信世界,2005,(2).
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2 http://www.ln.chinamobile.com
3 http://iptv.lmtw.com/IGD/200711/43816.html
4 http://iptv.lmtw.com/IGD/200711/43816.html
5 http://iptv.lmtw.com/IGD/200711/43816.html
6 http://iptv.lmtw.com/IGD/200711/43816.html
7 http://iptv.lmtw.com/IGD/200711/43816.html
8 http://tech.sina.com.cn/i/2006-05-26/1903959307.shtml
9 中国信息产业网:http://www.cnii.com.cn/20080308/ca455082.htm
10 中国信息产业网:http://www.cnii.com.cn/20080308/ca455082.htm
11中国信息产业网:http://www.cnii.com.cn/20080308/ca455082.htm
12 辽宁移动公司内部网站 Http://uip.ln.cmcc
13 辽宁移动公司内部网站 Http://uip.ln.cmcc
14 中国移动 http://www.chinamobile.com
15 中国移动网站 http://www.chinamobile.com
16 http://qb.hninfo.gov.cn/pub/qingbao/jzqbdt/downfile/200611/P020061124324457651014.doc
17 http://qb.hninfo.gov.cn/pub/qingbao/jzqbdt/downfile/200611/P020061124324457651014.doc
18 http://qb.hninfo.gov.cn/pub/qingbao/jzqbdt/downfile/200611/P020061124324457651014.doc
19 http://qb.hninfo.gov.cn/pub/qingbao/jzqbdt/downfile/200611/P020061124324457651014.doc
[1] 张纪康.跨国公司与直接投资[M].上海:复旦大学出版社,2004.
[2] [美]乔尔·埃文斯,巴里·伯曼.市场营销学教程[M].张智勇译,华夏出版社, 2001.
[3] 厉以宁,周煌,刘志超.经营管理学[M].华南理工大学出版社,1999.
[4] 罗锐韧.哈佛管理全集[M].北京:企业管理出版社,1998.
[5] 赵放.国际营销学[M].机械工业出版社,2004.
[6] 王方华.营销管理[M].机械工业出版社,2002.
[7] [法]让·雅克·拉丰,让·泰勒尔.电信竞争[M].人民邮电出版社,2006.
[8] 黄静.产品管理[M].高等教育出版社,2006.
[9] [美]Philip.kotler Gary.Arm.Strong .市场营销原理[M].赵平,戴贤远 等译, 清华大学出版社,2005.
[10] 郑志海.入世与服务业市场开放[M].中国对外经济贸易出版社,2006.
[11] 胡左浩.国际营销的两个流派:标准化观点与适应性观点[J].南开管理评论,2002,(5).
[12] 向隽.中国移动 3G 业务运营策略分析[J].通信世界,2005,(2).
[13] 李宏涛.欧洲电信运营商主要经营策略分析 [J]. 通信世界,2007,(12).
[14] 李文峰,蔡晖.日韩 3G 增值业务发展对我国移动运营商的启示[J].当代通信,2005,(15).
[15] 张 骁,杨 忠.小企业国际化研究:一个概念模型[J].国际经贸探索,2007,(1).
[16] 熊元斌.营销全球化与本土化的聚合及兼容[J].经济管理,2002,(8).
[17] 刘奇.移动电子商务日渐兴起[J].电信科学,2008,(2).
[18] 范玉钟.中国移动 3G 策略曝光:打造移动梦网为唯一入口[N].第一财经日报,2006-02-08.
[19] 吴晓燕.借比较广告剑指对手 中国移动:在悬崖边上跳舞[N].中国经营报,2003-4-21.
[20] 张立华.国际化是中国电信企业发展的必然趋势[N].北京邮电大学学报,2007-5-16.
[21] 林建刚,Frost & Sullivan.美国移动运营商的成功策略[N].通信产业报,2001-6-18.
[22] 刘晶,中国移动的 3G 策略[R/OL].2005-9-13, http://news.ccidnet.com/art/1522/20050913/331979_1.html.
[23] 李俭伟.国际 3G 商用进展及策略分析[R/OL].2004-1-13, http://www.bjx.com.cn/tech/html/20040113/98142.shtml.
[24] 孙丽.“战火”中的电信模样[R/OL].2004-2-4, http://news.ccw.com.cn/zl/htm2004/20040204_10NTZ.asp.
[25] 朴智管理咨询公司. 对中国移动市场重新定位的思考[R/OL].2007-3-30 http://www.chinavalue.net/News/News.aspx?NewsId=2.