Study On Marketing Performance Management Of China Mobile Operators

At present, China's communications services market rapid development, China Telecom, China Netcom, China Mobile and China Unicom four operators competition is becoming increasingly fierce, launched a full-scale technical competition, price competition, advertising competition, brand competition, and service competition. Ministry of communications services for the control of the market trend is effective competition can be expected, Mobile operators will be the main competition for one of the marketing struggle between users on the other. With the advent of the introduction of 3G in the future communication services market, and at least three full business telecom providers, business in direct competition between alternative competition, competition makes packaging industry competition intensified.For the current market leader, The introduction of 3G may bring new competitors is the direct impact of the loss of existing users and to the disadvantage of existing networks appear. Based on new technologies and new network instability concerns. dominant operators have the best clients in the short term the high level of wastage, With competitors likely price war by the way, lead to low-end customers and the loss of customers affected by the new development.Client is naturally operators for the first focus, because users is a source of income. Major telecom giants in the battlefield for the two clients. First, for new users, and the other is to re-divide the existing users. In the lower prevalence areas, the struggle is likely to focus on new users, the penetration rate in the region The focus of contention is reshaping the existing users. Both for new users or to re-divide their users, customers are for key customers. This shows that the telecommunications market will re-shuffling, the major operators of the market share would change greatly. telecommunications market will gradually form a multi-competitive oligopoly situation, operators from the competition between single variables to price competition gradually. network operations, services and brands of all-round competition evolution.Faced with the imminent arrival of a full-fledged competition telecom providers at the initial stage of 3G is the main task of building the 3G network and all of its business marketing. Taking a panoramic view of marketing development, Marketing people for the study generally focus on the target market analysis and marketing strategy for the design and choice , and the marketing strategy for the process of implementing performance management is not concerned that the marketing strategy combined effect that achievement as a marketing theme to study the exact rare (most of the marketing theory to have only slightly marketing control Marketing Performance mentioned).Marketing Performance Management in Integrated Marketing to reflect the quality of the work is good or bad, Marketing strategy reflects the effect of the same time, continuing to improve enterprise marketing operation. Enterprises most fundamental and unique functions of marketing, the production, finance, human resources management and other functions, Only in achieving marketing functions of the circumstances makes sense. Therefore, the enterprises marketing performance of both for the work of marketing, or for the entire enterprise, it is very necessary. Marketing communications operators work has its own characteristics, This paper mainly from the theory and methodology of research communications operators Marketing Performance Management. Marketing is that performance management is the process of achieving sales performance of the elements of management, Enterprise Strategy is based on the basis of a management activities, through the establishment of strategic enterprises, the target decomposition, performance evaluation, and Marketing Performance results for enterprise marketing management of the day-to-day activities, sales staff to encourage continuous improvement and ultimately the achievement of organizational objectives and the marketing strategy of a formal management activities.The purpose of this study is based on our communications services background, Through the establishment of modern enterprise management and market demand of the telecom providers Marketing Performance Evaluation System, meet at this stage telecom providers marketing performance management needs, for the telecom business performance management functions and marketing functions and improve enterprise marketing its efficiency. Among the framework and main content and the results are summarized as follows :First, This paper studies the communications industry's current development status quo, to predict the future telecom industry marketing trends and on the purpose of this research and the main content. Secondly, the performance of management and marketing and performance management of the status quo and development trends Marketing Performance Management on the meaning defined, and on the performance evaluation of the commonly used methods and comprehensive evaluation of the performance of commonly used methods, for the next telecom providers Marketing Performance Management provide a theoretical basis.Chapter III of the existing Marketing Performance Management Theory, enriched communications operators marketing performance management theory, and use it as the basis for the design of telecom providers Marketing Performance Management System, defined the performance plan, the implementation of performance, Performance assessment feedback and performance evaluation modules of four main functions on the linkages between them.IV, according to telecom providers Marketing Performance management characteristics of the short-term balance between the interests of enterprises and the long-term interests Short-term goals and long-term goals, financial and non-financial effects of both the effect of design ideas, Design based on the Balanced Scorecard telecom providers Marketing Performance Evaluation System, Based on the design and the theory of fuzzy comprehensive evaluation of the performance evaluation model communication with headquarters enterprise performance management of that business case evaluation of the overall performance.The next chapter, telecom providers Marketing Performance Management Program and the implementation of countermeasures points, while As the marketing communications industry with the performance characteristics of the delay, telecom providers Marketing Performance management should be able to track management functions, the resulting communications operators marketing performance management tracking management approach.Finally, the paper also summed up the program a perfect vision against telecom providers Marketing Performance Management System Improvement point.