XX Netcom Branch 114 Phone Navigation Market Research And Analysis

Beginning in 2000, as the traditional telecommunications business faces not only aturated, and competition and new technologies in the dual gradually under the influence of "low-value", telecom operators have to engage in strategic restructuring, the global telecommunications industry has entered a transition period. China Netcom put forward its own restructuring objectives: from the traditional voice carriers to broadband and multimedia provider changes. 114 phone navigation as China Netcom lead voice of a strategic business transformation means that the business model in China Netcom to achieve major breakthroughs. Early in business development, will focus on resolving phone navigation brand recognition and the establishment of business model, the traditional nature of the 114 platform Charitable gradually transformed both in the public and profitability phone navigation, the use of customary user guide, a telephone navigation in which corporate customers status. Their ultimate goal is to use two to three years to build a high-profile voice information retrieval, business information publishing platform and telephone transactions by telephone to establish China Netcom navigation information service in the future, the leading industrial chain status.In this paper, the domestic and international telephone inquiries business development, and then introduced the XX Netcom profile on the current development of 114 telephone navigation business macroeconomic environment, the micro environment. Navigation through the 114 telephone business SWOT analysis, and the current development status of research to identify the company's current 114 telephone navigation business market existing problems. According to the theory of modern management and marketing development to formulate corresponding measures for the XX Netcom navigation for the development of business ideas. This paper studies marketing theory as the theoretical basis. Marketing view, the corporate profit targets and other objectives be achieved, enterprises can in a highly competitive market, seek survival and development, will eventually be determined by the consumer or user whether or not to purchase the company's products. Therefore, the marketing research are all well-marketable products and expand marketing for the center will start to, and to provide theories, ideas and methods. The concept of the four main pillars of its target market, customer needs, coordinate marketing and profit; Its main contents can be summarized in three parts: the environment and market analysis, marketing research and marketing decision-making; marketing organizations and marketing control.Marketing theoretical concepts that organization's mandate is to determine the target market demand, more effective than competitors to provide and satisfy the customer's products, and providing the means of goods to consumers and should be able to double the social welfare benefit.This paper will combine theory and practice of organic, through marketing theory to guide XX Netcom telephone navigation business marketing strategy to promote its rapid access to high-speed development period, and rapid transition to become operational Netcom forceful new business growth.