The Marketing Strategy Of Voice Product For The GuangDong Branch Of China Netcom Corporation

The GuangDong branch of China Netcom Corporation has made a great progress during the recent three years in spite of the fierce competition in the telecom market of China. However, the management is still faced the serious challenges, for example, what should do to implement the top-down tasks successfully in the interconnection limitation environment, how to balance the short-term and long-term interest.This thesis analyzes the outside environment of the company by PEST rule, indicating the influence of the politics, economy, society and technology on the development of the company. China Netcom Corporation should take the opportunity of the telecom reform to overcome the problems and survive in the changing environment. Then, the author adopts the Five-forces Model of competition, helping the company to achieve a competitive strategy.In addition, the author employs SWOT method to help the company to achieve theobjectives below: To exert the advantages To get rid of the inferior position To gain more chances To deploy the resource of the company more efficiently To adapt to the changes of outside environment.Furthermore, the thesis scrutinizes the voice product market by STP analysis, chooses the target market, and finds the strategy that is the most suitable for the development of the GuangDong branch.Finally, the thesis gives some suggestions based on the foreground of GuangDong telecom market.