Marketing Reengineering For China Telecom

"New Age, New Telecommunications". Facing the various challenges in the fast pace business environment, China Telecom is willing to transform from a traditional telecommunication operator to the customer oriented service provider. To achieve this goal, China Telecom needs to build up the sustainable and the leading world-class marketing capabilities. China Telecom marketing and sales departments decided to restructure the existing marketing systems through rebuilding and realigning marketing and sales management systems, integrating the current network operation systems to improve its competencies remarkably in the market. Insight driven marketing strategies with the telecom enterprise operation flow model aim to reforge and realign the marketing operation and organizational management systems among the China Telecom headquarter, provincial companies and local networks. In the meantime, China Telecom will be built up to a both centralized and collaborative enterprise to extensively elevate the whole organization's abilities. Therefore, the insight driven marketing strategies combined with the tools and methodologies of marketing segmentation, operation analysis and marketing planning will assist with China Telecom to improve its strategic decision making capabilities based on the data and market factors analysis, and will react the market and customers' needs and demands actively.