|
The national development and Reform Commission, Ministry of industry and information technology, the Ministry of finance issued" about the reform of the telecommunications system announcement" On May 24,2008, put forward China Telecom announced the acquisition of China Unicom CDMA net, China satcom through basic telecommunication services merged with China Telecom, China Netcom merged into China Unicom, and China Railcom merged into China Mobile, this is the" Six merge into one" reorganization plan. And at the completion of the reorganization telecoms issued 33G licenses. The telecommunication reorganization announcement after less than 10 days, China Telecom and China Unicom successful negotiations to buy CDMA net.Under this background, China Telecom must think about how to conduct marketing pattern innovation, because the company’s marketing situation will directly affect the earnings of the company and China Telecom in mobile communications market competition status. How to innovate the marketing mode, make the differentiated marketing strategy, communication in the competition in the market to maintain the dominant position, is China Telecom’s urgent needs to solve the problem, is also the purpose of this research.This paper discusses the purpose and significance of research, as well as domestic and foreign about telecom marketing present situation, elaborated the telecommunications market concept, characteristic and development trend, and introduces the basic situation of China Telecom, on this basis, analysis of China telecom business marketing situation, competition ability, and. China communication market competition situation by using the Potter model, the use of SWOT analysis tool for analysis of China Telecom’s advantages and disadvantages as well as its opportunities and challenges. On the basis of the above analysis, put forward China Telecom’s innovative marketing strategy, including market segmentation, target market selection, grasp the market positioning; grasp the market demand, innovative marketing strategy; establish customer-focused business operation system, realize the difference marketing; integrated marketing model to develope the new mobile Internet strategy; to build an advanced operation platform IT construction.
|