In May 2018, Chunghwa Telecom launched the Mother's Day promotion plan with a monthly fee of NT499 for full Internet access, which started the telecommunications price war. This price strategy caused consumers to queue up for signing up for the new program, customers also calculated the liquidated damages and tariffs of existing operators, hoping to find the most cost-effective telecommunications solution for the bid. The telecommunications price war changed consumer behavior, and the preferential scheme with a monthly fee of NT499 had deeply embedded in consumers 'minds. The price war affects consumers' reference prices and repurchase intentions for telecommunications tariffs. It is now 2020, the contract is about to expire for thee consumers who has applied for the monthly fee of NT499 concession plan. And 5G is about to launch, so the telecommunications industry is now facing the task of how to increase the number of users efficiently. Interview experts is the methodology using for this study in order to understand more clear of the current telecommunications industry. The experience with telecommunications field of interviewees are at least 5 years. Not only sales department, interviews are also conducted with marketing managers who plan mobile products. The interviews are aimed at consumer behavior, purchase intention, customer satisfaction, brand image. and other different aspects for discussion and analysis, hoping to provide as a reference for telecom operators' future marketing plans. According to the interviews, the strategy of pricing reduction for telecom operators are likely to cause difficulties for pricing in the future. Therefore, the following three points are recommended for the operators to make a distinction between the brands and market positions of competitors. 1.Recommending that the operators to plan the integration of different industries in order to make the product differentiate. 2.Recommending the operators to develop towards diversified publicity in order to make brand differentiation. 3.Recommending operators seek for appropriate promotional products and solutions depends on the attributes of the sales channel. It is recommended that in the subsequent academic research, in addition to increasing the research facet, the number of research cases and the number of interview samples can also be increased for the purpose of in-depth analysis and research integrity.