The Innovative Research On Marketing Of China Telecom Enterprises

Corporate marketing management is not strange for us today, and the marketing management by telecommunication enterprises can be regarded as the management activities by telecommunication enterprises of planning, organizing, implementation and control for marketing and for the purpose to realize their marketing objectives. However, in the era of market economy most telecommunication enterprises are not quite familiar with advanced marketing ideas, methods or tools. So, it's necessary to undertake research and innovation on marketing management for telecommunication enterprises.With deepening of reform and implementation of reconstruction and acquisition the telecommunication enterprises are required to innovate their whole market structure and operation mode with the change of general market. Applying the acquired knowledge and combining with personal working experience, the author first discusses about how to strengthen the marketing management in telecommunication enterprises, analyzes the advantages and disadvantages of traditional marketing management, and then proposes some methods and measures to innovate the marketing management in telecommunication enterprises. In this research some useful theories and experiences arc borrowed from marketing management from other domestic enterprises, and some marketing tactics by China Unicom and Mobile are introduced.There are three innovative ideas in this research. Firstly, this paper proposes that the marketing ideas with focus on customers should be introduced into telecommunication enterprises. Secondly, it can be applied as an important tactics for telecommunication enterprises to create customer value by integrating their business with other business outside the enterprises. Thirdly, an innovative mode of marketing management for telecommunication enterprises is proposed, which can provide support for them to strengthen their marketing management innovation.