The Study Of Telecommunications Company's Business And Marketing Strategies

Market economy in essence is competitive economy. China Telecom, as one of the largest state-owned enterprises, has to determine whether to follow the old track, or to change itself comprehensively to take the challenge as it faces in the market economy.As a result of implementation of policies of opening up to the outside world and economic reform, China entered into WTO in November 2001. With foreign telecommunications businesses gradually penetrate in China, the competition in China's telecommunications market becomes more and more intensified. Strictly speaking, ali signs show that China's telecommunications industry has entered into an era of competition. China Telecom, a dominant company in this market, is facing great challenges and shocks from both foreign and domestic businesses. It is urgent to answer the following questions: how to enhance its market competitiveness, how to maintain its existing market share, hovv to survive, develop, and grow in the intensified competition, how to keep the existing costumers and appeal to new ones, and how to improve its insight into the market and ability to respond to the market changes?Chengdu Telecom, the most important telecommunication hub in the southwestern China, has encountered many problems such as redundant personnel, shortage of new business that can grow very fast, low productivity, and rigid operation mechanism that cannot respond to the ever-changing competition, due to the fierce competition, delayed reform and restructuring, and poor administration and management systems. Ali these problems are very outstanding and apparent in the marketing practice. Although Chengdu Telecom proposes to "make the market the first priority, and to regard the costumers as the 鎜re of its service operations", its marketing practice cannot be well coordinated and conducted to satisfy the needs of costumers. The salespersons, market investigation department, advertising department, management department of telecommunication operations, construction department, and maintenance department are self-centered, vvhich cannot take integrate advantages of the company. How to expand Chengdu's telecommunication market, and fmd an unique way that is suitable to Chengdu Telecom's marketing practice, is what this paper intends to inquire and solve.The paper begins with the status quo of the marketing of China Telecom, then introduces the telecommunication market, the marketing of telecommunication, marketing mix strategy, and marketing service, finally proposes seven marketing strategies for telecommunication companv, which learn from the successful marketing practice both at home and abroad. The paper takes the reality of the company into consideration to propose the plausible solutions and suggestions.The paper is divided into four parts: the first and second parts pave the way for the third and fourth parts that are the center of the paper. On the basis of introducing the profile of Chengdu Telecom, reform and reconstruction of telecommunication industrv, and the establishment of Telecom Group, the first and second parts mainly analyze the characteristics, developing trends, market environment, and competitors of telecommunication market, and the opportunities and challenges after China entered into the WTO. The third part analyzes the status quo and development of the telecommunication marketing, and points out the advantages and existing problems of China Telecom. The fourth part concludes that the telecommunication companies can maintain existing market and increase market share only when they are responsive to the market changes and adjust their competition and marketing strategies. Moreover, it proposes seven marketing strategies in the perspective of competitive strategv. They are as follows: First, to innovate mechanism and management according to the market demands, and to establish flexible and effective responding mechanism with the market as the center. Second, to implement differentiation strategy, to emphasize the customerized service, to improve the qu...