As the first joint-venture company in the telecommunication industry, Alcatel Shanghai Bell (ASB) was regarded a pioneer in the last century in China. However, ASB have lost its leading position in the past several years due to long-term steadily increases revenue as well as the major local rivals(such as Huawei，ZTE)are growing faster.
This thesis analyzed the major problems that ASB have confronted with in the marketing. Including: (1) the telecommunication industry is facing steady development after from one century high speed increasing; (2) the company competitive ability is dropping. In the following chapter, we analyze ASB’s product strategy.
From the marketing angle, this thesis have comprehensively and systematically used the classics marketing theory and the company research data, compared with the company’s internal environment，competitive ability, structures. Then this thesis will give reasonable solution: (1) product competition strategy improvement suggestion; (2) marketing system aspect improvement suggestion; (3) service marketing aspect improvement suggestion. This article proposes the service-marketing concept that has disclosed the essential factors in the telecom industry and gave the clear and available proposals to ASB.
[Key words] Alcatel Shanghai Bell, marketing, product strategy, service marketing
