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December 18, 2024 | By Hitesh Bhasin | Filed Under: Marketing Mix of Brands
The Marketing mix of China Mobile analyses the 7Ps of China Mobile which includes the Product, Price, Place, Promotion, People, Physical Evidence and Process of China Mobile. China Mobile is a State-Owned company that provides Mobile Services in China. It started in 1997 with the name China Telecom, which was later changed to China Mobile. After a 1997 public offering that yielded capital of around USD 2.5 million and another massive Capital Investment of around USD 600 million in the year 2004, China Mobile currently trades in more than thirty-one (31) provinces in China. It primarily provides a Global System for Mobile Communications (GSM). It also generates income from voice-based services and value additions, e.g., Short Message Texts and mobile E-mail.
China Mobile faces competition from China Unicom and China Telecom, among other companies.
In 2008, China Mobile had a market share of approximately 72 percent, with percent fibers slightly above 457 million. According to the report by Forbes Magazine, China Mobile was ranked 78th among peer companies operating under the most influential brands in the world.
About China Mobile
Table of Contents

The business strategy of China Mobile is that of “service and business leadership’’. For effective implementation of business strategies, management must be innovative in terms of business offerings by providing customized services.
The new Product Mix of China Mobile in 2024 is as follows (Source).
The China Mobile product’s dedicated line services are well known in China’s major cities. In Guangdong, the market share is more than 70 percent, with 30 percent covered by competitors.
Many product awareness campaigns have been carried out in Henan and Sichuan regions to attract new customers. As a market leader in all Chinese Mobile Industry business verticals, CM also controls a significant market share in western and central China regions.
Regarding Corporate Citizenship, China Mobile supports development projects in Mainland China, with the focus slowly shifting to the countryside to make digital services to bridge the still-wide communication gap.
It is also important to note that China’s Mobile Roaming Services are covered in more than 230 countries, with the GPRS Roaming Services being covered in more than 160 countries.
Here’s China Mobile’s place strategy.
China Mobile has different price strategies for voice services for each product. Each product has a price range that targets different customer levels, a monthly pay plan, calling fees, and its cost account for accountability.
Despite the stiff competition experienced in the Chinese market, pocket-friendly prices by China Mobile ensure its products always maintain a significant market share. The different products for different service policies, i.e., Go Tone, for business service through text messages and call forwarding M-Zone, for entertainment, have also led to different product pricing and mass marketing.
China Mobile employs a multifaceted pricing strategy designed to capture a broad spectrum of the market while fostering long-term customer loyalty and adapting to competitive pressures. This strategy reflects understanding its diverse customer base, technological advancements, and regulatory environment. Here’s a breakdown of the critical components of China Mobile’s pricing strategy.

Advertisement is the main form of product promotion by China Mobile. For improved brand awareness and to attract more new customers, CM channels most of its resources in mobile marketing strategy to mass advertisement. With high frequency and quality HD advertisements, potential customers’ attention is mustered, and they will be less likely to forget about the advertised product.
Corporate social responsibility has been adopted as another marketing strategy for improving brand awareness, as most local people tend to be loyal to “one of their own” companies.
Some Recent Video ads and Print ads for China Mobile are:
China Mobile Limited – Media Centre > Video Gallery (chinamobileltd.com)
In the service marketing mix, “People” play a critical role, especially for a company like China Mobile, where customer interaction and service delivery are crucial to business success. Here’s how the “People” aspect of customer analysis is integral to China Mobile’s service marketing strategy.
The “Process” aspect of the service marketing mix refers to the methods and procedures a company uses to deliver its services efficiently and effectively to customers. For China Mobile, as a leading telecommunications provider, the process component of the distribution strategy is crucial for ensuring customer satisfaction and maintaining operational excellence. Here’s an overview of key elements in China Mobile’s process strategy.
In the service marketing mix context, “Physical Evidence” refers to the tangible aspects that customers can see, touch, or feel, which help them evaluate the service before they purchase or during the service delivery. Physical evidence significantly shapes customer perceptions and experiences for a telecommunications company like China Mobile. Here’s how China Mobile leverages physical evidence in its service marketing mix:
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Hitesh Bhasin is the Founder of Marketing91 and has over a decade of experience in the marketing field. He is an accomplished author of thousands of insightful articles, including in-depth analyses of brands and companies. Holding an MBA in Marketing, Hitesh manages several offline ventures, where he applies all the concepts of Marketing that he writes about.

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