China Mobile's Marketing Strategy: Assessing its Effectiveness and Making Tentative Recommendation

Chapter 1.0 INTRODUCTION 1.1         Background WHICH is the biggest mobile-phone market in the world? The answer, since July, is mainland Chinas. A country in which, until a few years ago, the barely people who could tolerate mobile phones were triad mobsters now has 121m users. BDA, a Beijing consultancy, forecasts that the phone public figure will rise to 370m by 2005, enough to persuade some(prenominal) investors--even aft(prenominal) telecoms sh atomic number 18s agree dived all round the world--that China was, and would remain, a magical market. (A million voices calling? winding phones in China, 2001, p1) The magic market of China has been a recent event, yet the seeds of this market were lay in 1976 after the death of Chairman Mao. China initiated a series of scotch crystalises at this time, and the telecommunications industry was seen as bouncy to economic return (Harwit, 1998, pp4-6). However, it was not until the 1990s that the pace of reform was quickened when Chinas telecommunications market aloof drastically (Harwit, 1998, p1). A key part of this change was to damp up the monopoly China Telecom into four state-owned companies, which are China Telecom, China Netcom, China meandering(a) and China Unicom with relatively distinct just to some degree overlapping markets (Pangestu and Mrongowius, 2002, pp5-7). China officious rapidly became the largest mobile phone operator in China.

In 2001, its summation was more than $32.74 billion and it had 100 million subscribers. Until 2002, these figures have heavy(p) to over $38.8 billion and more than 138 million subscribers (China Mobile fraternity Profile, 2004, p1). However , the continued good performance of China Mo! bile is imperil by a number of factors. These threats come from a number of places, the most important of these being the fierce contender with the triple other state-owned companies. However, this competition will be change order of magnitude in 2007... If you want to get a full essay, find out it on our website: OrderEssay.net

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