The Research On VIP Customers' Marketing Strategy Of Shanghai Telecom

After years of reorganization, China's telecom industry has been gradually shaped from monopoly to an open market. How to succeed in this far more competitive market has becoming a big problem faced by China's telecom operators. Mean while, as a major source of profit, VIP customers'market plays an important role in the growth of total revenue and influence the future development of telecom operators. So, it is important and necessary for Shanghai Telecom to make specific marketing strategies according to the requirements of VIP customers.Beginning with the concepts of VIP customers marketing of Shanghai telecom, the article made a detailed introduction about the definition and classifying of the VIP customers, the instruction of service departments and management of sales channel for the VIP customers. Then the article analysis the strategic target of Shanghai Telecom and the current situation on the VIP customers'marketing. The article also points out the problems existing in VIP customers'marketing of Shanghai Telecom. Then the article continues to analysis the macroscopic and microscopic circumstances faced by Shanghai Telecom on VIP customers'marketing and summarize the competitive advantages and disadvantages as well as the potential opportunities and challenges on the VIP customers'marketing. In the end, the article puts forward a set of marketing strategy on VIP customers. The strategy, which is based on the 4P marketing strategy and the character of the VIP customers'marketing, consists of five aspects, namely, products, price, place, specific marketing strategy for customers of different industries and the service innovation for the VIP customers.The study of the article is to combine the applied marketing strategy on VIP customers and find a way to refine it. I hope this article can provide some directions for the VIP customers'marketing of telecom operators.