The Studies On Marketing Management Process Reengineering Of Guangzhou Telecommunication Company

With the adjustment of the government's related industry policy and China's joining the WTO, Chinese telecom market structure has greatly changed and the competition has becomes more and more intense. As a result, re-arranging present resources, re-designing business processes and re-composing the organizations to improve the competition capability, has become the chief mission of China's telecom companies. Over time, the marketing management process and the consequent management style of Guangzhou Telecom Company have failed to change with the current trend and therefore failed to satisfy customers' need and the company's own development. In order to survive in the competition as well as to brace the enterprise's own development, re-designing the present business process has become urgent.Based on the understanding of the present competition of China's telecom market and on the great changes of Guangzhou Telecom's management environment, this paper first expatiates the necessity and the urgent demand for the company to reengineer its marketing management process. Upon the review, analysis and appraisal of the present process management, this paper then tries to find out the existing abuses and the influences on the company's future development. Meanwhile, with the theories of Business Process Reengineering, especially theories about corporation reengineering and organization development, this paper discusses the direction of reengineering and lays out specific policy suggestions and measures, which include modulating the sales departments, simplifying working process, integrating Management Information System and adjusting stimulating system. Finally, this paper puts forward the suggestion that the company must fully prepare itself in the aspects of team organization, planning, execution, inspection and enterprise culture construction.Up to now in China we can seldom find systematic analysis, diagnosis and design of reengineering the marketing management of the telecom industry, that's exactly what this paper is to work out. Upon individual exploration, this paper classifies the many businesses Guangzhou Telecom is doing, analyses existing problems, designs the...