The Research Of Demand Features And Personalization Marketing For Shanghai Telecom's Multinational Manufacturer

With the quick development of information technology and national economy, the telecommunication market is full of competence since the internal and external environment is changing greatly. As the monopoly in Chinese telecom market was broken up and competition is introduced, telecom carriers are facing market competition. All the telecom carries are competing for the client resources and the contest for key client is fierce than others.Using the knowledge from my MBA courses and also from my experience in practice,the thesis tries to perform a study on the environment and demand features of Chinese telecom key client market. The multinational manufacturer from Shanghai Telecom is focused and analyzed in detail on demand features because of its representative character. And personalization marketing is suggested based on the key client's demand features.Firstly, this thesis discusses the general background of telecom market and the competition distribution of telecom operators. Then we analyze the situation of telecom market by the competition theory of Michael Bolter. After that the thesis introduces the definition and classification of key client market, analyzes the strategic importance of key clients to telecom operators and key clients consumption behavior's common feature.After that multinational manufacturer is introduced and SWOT theory is used to analyze the competition situation of multinational manufacturer marketing. The thesis studies the status and trend of multinational manufacturer's information construction in detail because its telecom demand is interrelated with information construction.Multinational manufacturer's telecom demand is different in its different information construction stage. The thesis divides multinational manufacturer...