| Since the 90's, China's telecommunication industry has grown dynamically and it has become one of the biggest and competitive industry in China. With the reorganization of China's Telecommunication industry and China's accession to the World Trade Organization (WTO), however, china telecom operators must face with rigorous challenge of the enterprise transformation and regulation system reforms, in order to survive in one of the most competitive telecom markets in the world.At present, the reformation of regulation system hasn't been absolutely completed yet. Under this condition, there is an irreversible trend, in which the slowing growth with the market and gross profit dropping significantly due to an unfair enterprises performances in telecom market.This report is based on fixed line business in China Netcom. It aims at systematical analyses of the development of telecommunications environment and its internal and external revenue source for fixed-line telephone service by using SWOT analytical method and also Wave Five analytical methods with related theories knowledge specialized in the kernel of company. In addition to point out that in China Netcom, what marketing operation strategies should be apply for the development of the enterprise fixed line market. It is also suggesting that telecom operators in China would, on the one hand, accurate analysis customer' need and establish a comprehensive marketing strategy with regard to various customer segments. On the other, look forward speeds up the development of multimedia information technology and intelligent transformation on fixed line service.As results, a few recommendations, such as efficient marketing operation strategies on increasingly competitive fixed line market and the standard way of fixed line market development and introducing the outcome of efficient marketing strategies to other telecommunication operators in order to maintain the steady development of fixed line telephone services. |
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