Under The Network Economy The Telecommunications Operators Marketing Process Reengineering Research

After the issuing of 3G licenses and telecom restructuring, China's telecommunications industry has come into the era of full-service operation. The competition for customers among the three telecom operators is intense. Companies need to strengthen the research on customers, increase market reaction speed, and achieve customer-oriented marketing processes. Moreover, the traditional marketing processes are impacted strongly by internet economy. There is an urgent need for companies to use Internet tools to improve internal efficiency and accuracy, and pay attention to online marketing strategies. Therefore, the research of telecom operators marketing process reengineering under network economy is meaningful.Based on theoretical research, empirical analysis and company survey, this paper structured the telecom operators'marketing process reengineering method model in the network economy and proposed marketing process reengineering solutions according to the actual situation of China Unicom.The main contributions and innovations of this thesis include the following two points:(1)Constructed the telecom operators'marketing process reengineering method model in the network economy. Based on the Systematic Redesign, this thesis designed four steps reengineering model:processes diagnostics, processes design, processes implementation and processes improvement. (2)Proposed marketing process reengineering solutions for China Unicom. To the enterprise actual situation and problems, this thesis designed the overall marketing process structure, and then proposed the reengineering solutions for key sub-processes, including:the customer segmentation and needs analysis process, marketing program proposition and communication process, customer service process.。Through the literature study, experience summarization, investigation, this paper drew the following three conclusions:(1)Customer-oriented principle is the core idea and one of the critical success factors in the marketing process re-engineering. Increasing the customer value is the fundamental goal of marketing process re-engineering. What's more, from technology-oriented to product-oriented and to customer-oriented is the universal marketing process re-engineering transformation. (2)Network economy impacts the traditional marketing process. Network economy shows the characteristics of high speed, virtuality, externalities, self-expansion, etc. Network economy has impacted on the whole industry mode and traditional marketing process. The marketing methods and internal management processes need network innovation. (3)Enterprises should proceed marketing process re-engineering continuously. Marketing process should be revised and adjusted with the variation of internal and external environment.