Research On Marketing Strategy For System Integration Of Jilin Telecom

With the development of telecommunication and computer technology, the trend of two technologies'fusion is more obvious. The profit rate of the telecommunication industry is decreasing quickly, and it is unavoidable that mobile business replaces fixed network business and moreover its speed is gathered. As the biggest fixed network operator in China, the transformation of the China Telecom is extremely urgent. The successful transformation of China Telecom lies in its business transformation, so it needs to extend vertically to its upper and lower professions which are more relative to it. And then system integration is a very important goal.This article follows the principle that the theory is integrated with the practice, and uses the analytic methodology that the quality and amount are combined to study the marketing strategies which Jilin Telecom uses when it opens the system integration business, and its aim is to provide some practicable basis and marketing strategies for Jilin Telecom on such aspects as how to develop system integration business, how to urge the industry's transformation, how to increase the economic benefit.This paper analyzes synthetically the competitive environment Jilin Telecom is in when it develops SI business, and after the analysis of the aimed market it points out that Jilin Telecom should adopt the road of the product specialization but not enter the market completely. Simultaneously, it gives some suggestions on product mix and product price and this makes Jilin Telecom different from the traditional SI operators. I Analysis of the Telecom's Development TendencyThe development tendency of the global telecom trades proves that traditional fixed telephone business is gliding quickly, but the mobile and internet businesses is increasing rapidly. At the present as the biggest fixed network operator in the world, China Telecom's business is slowed down. In competition traditional voice business is in absolute inferior position. Under the new market surrounding it is very urgent that China Telecom's traditional business and the business model are transformed if it wants to keep on the sustainable development. It is because the driving of the technique change, market change, and the severe competition that China Telecom begins to carry out the industry transformation strategy, tries to turn the situation and aims to still occupy the leading position in the chain.Whether from the technique angle or the business one, the trade line like the network has formed basically and traditional telecom operators have provided basic network input service, some SI operators have provided the content and appliance services. Almost all the workers in the business chain can touch the terminal users, so it is possible for them to become the leaders of the future industry chain. SI business is related to the telecom profession closely and it is also a complicated one in technique.II Analysis of the SI Market in JilinIn the field of Jilin SI, Jilin Telecom is faced with two kinds of trade competitors: the first one is the very famous IT enterprises, they are the national and global companies; the other one is the local SI operators. Compared with these competitors, the advantages and disadvantages of the Jilin Telecom are both evident. There are many chances and challenges in the process of the developing the business.Generally, the choice of the aimed market depends on the power of the industry, the qualities of the product, the characteristics of the market, the strategies of the competitors, the relation between supply and demand of the market and some other factors. Just based on these factors, Jilin Telecom company should not enter the SI market completely, but follow the principle that the product is specialized, makes its advantages yield well, the advantages are the network source and rich experience of the network building and defending, and then concentrates on the Network Integration business. Jilin Telecom company is a telecom operator, the combination of the traditional telecom product and service and the SI business should be the important part of the Jilin SI business. Its aimed customers are the government network, campus network, and the area network of some major enterprises, especially those SI projects which area network is transregional..III Market Strategies of Jilin Telecom SI BusinessJilin Telecom company develops SI business should base on its superior source and products it has now. Combined with the products now available is a very important means which is different from the traditional SI operators. Among these products the best ones which are combined with the SI business easily are internet input products and IDC products. The superiority of this kind of product is the integrity, economy, convenience of this SI project, and it can provide the direct solution for the customers.About the product price Jilin Telecom also need breakthrough the traditional SI operators'methods. It means the money we collect from the customer can be the same with other telecom products, that is, to adopt the method which collect money monthly. At the beginning the price can be a little higher, some time later, like two years, the fees can be lowered by a big margin. In traditional SI projects the items that the customers should pay for are: advance payment, arrived payment, initial acceptance payment, and the last payment, it equals to the payments by installments, usually the period is one year, after initial acceptance test the customer should pay for all the money one year later. Jilin Telecom adopts the flexible price strategies, and it can decrease the customers'money pressure and increase the customers'choice.Jilin Telecom company should build multiple marketing channels and use other provinces'experiences, like Shanghai, Zhejiang, to establish the branches of the Jilin Telecom company and share all the superior sources of the group company. It can not only take advantage of all the marketing channels of the branches, but build its own direct—marketing channels. About the aspect of the direct salesman's interviewing and training it has the specific programs, the more important thing is salesmen's incentive plans, it reflects not only on the salaries and rewards, but the taking the promotion into consideration. At the same time we need cooperate with the equipment suppliers and develop the market together.Jilin Telecom develops SI business needs adopt all kinds of promotion mix strategies. Promotion mix mainly includes advertisement, sales force promotion, public relations, marketing promotion. Among those strategies the sales force promotion is the most effective and sustainable one and the advertisement on IT items , business exhibition are helpful to improve the brand image. IV Marketing Implementation of Jilin Telecom SIJilin Telecom develops SI business should pay attention to network integration during the initial period. The practice of one project can be divided into three stages: pre--sales period, sales period and post—sales period. The task of the pre—sales period is to collect the market information, analyze the demands, follow the project, bid, negotiate and sign the contract, the sales period includes the making of the performance plans, negotiating with the suppliers, acceptance test and customers'training, post—sales period contains the performing and defending of the system, and the management of relationship with the customers.