Analysis Of Tianjin Netcom Market Environment And Marketing Strategy

Considering the gradually fierce competition in the Tele-communicationindustry in China, this paper has mainly discussed about the marketing strategy ofTianjin Netcom according to the research for the current market environment. Themainly Introduce the state-of-the-art of international and domestic Telecom industry,competition structure, the characteristic and problem of Telecom marketing,andanalysise the marketing environment of Tianjin Netcom. Using PEST methodanalysis macro-environment including politics, economy, social culture, andtechnology, etc.;using Five-force analysis for micro-environment including thecurrent and potential competitors, substituted product, suppliers and customersbargaining power;and using SWOT (Strengths, Weaknesses, Opportunities, andThreats) analysis. Based on the analysis above, this paper establishes suitablemarketing strategy for Tianjin Netcom under product, price, sales channel, salespromotion, brand, personnel, service and public relationship by using plenty ofinstances. Aiming at the most important business of Tianjin Netcom-ADSL, this paperevaluates the current position, analyzes the market demand and gives relevantsuggestions for business development.By citing the plenty of measurable events and comparing with other telecomcompanies, this paper finds out the special and key elements for solving problems,analyzes relevant problems by using scientific tools and finally concludes the optimalmarketing strategies.