A Study On The Individual Marketing Case Of Telecom Key Account

In this thesis, it mainly states the process of making an individual marketing case for a telecom key account by introducing the Communication Cooperative Project of Chutian Laser Ltd. Co.. To overcome the increasingly competitive market, besides exploring new businesses, and cultivating new benefit growth points, the telecom businesses attach great importance to the key account business. They consider it as a key factor of concerning the survival and development of the business. However, by conducting the marketing, those telecom-operating businesses usually behave in a casual, disordered way. This reflects on the following aspects: focusing on the implement of the marketing while ignoring the capacities of implement, emphasizing on the concrete ways of conducting while neglecting the strategies of conducting, etc.. All these appear in the Telecom marketing that will leave behind a hidden danger in improving the businesses' competitive abilities, and offer a weakness to the rival. Only on building up a scientific and standardized marketing analysis model and working out individual marketing plans can the Telecom businesses to explore the key account to the utmost extent and promote the benefits.Firstly, it states the developing situation of the telecom market, analyzes the structure of the telecom market, predicts the tendency of the market in the near future, and the inevitability of conducting individual marketing is also mentioned in this part.Then, a rather scientific and standardized marketing analysis model, based on the specialty of the telecom market, is settled. This model analyzes the project in an all-round way: the analysis of individual consuming features, the comparison of advantages and disadvantages of the operator, the tapping of the demands, and the evaluation of the competitive situation. By this analysis, the model works out a beneficial individual marketing project which can both satisfy the communication demands and promote the profits of the operator. At the end of the thesis, a case study of Chutian Laser Ltd. Co. is presented.