Fine Marketing Strategy Study Of Anyang Netcom

CNC is a large state-owned communication service provider. In recent years under the telecommunication system reforms regulated by the government, CNC has had great changes about the management business scope, market environment, administration system, etc. According to the place of management achievement CNC has faced with the worse situation. The municipal branch of CNC is the representative operator. Therefore, it is of great practical significance that for municipal branches how to deal with changes, implement marketing strategy adjustment, establish management system of fine marketing and then continuously improve its core competitiveness. This paper takes " Fine Marketing Strategy " as its theme, starts with the research background, analyses from the large competition environment of China communications market to the small environment of Anyang communications market. The analysis shows that it is necessary and urgent to implement corporate marketing restructuring for Anyang Netcom. Anyang Netcom must plan a clear strategic goal to adopt fine marketing strategy.This paper, closely around market segmentation, analyses and studies customer segmentation and product combination cases of the municipal branch. It from both the theory and practice describes the promoting methods of "new rural telephone at random" packages for rural customers, "kinship online", "affection Walkman," "infinite affection" packages for town public customer and the "single-business packages" for business customers. Anyang Netcom has put emphasis on three major brands of the "new rural telephone", "business phone" and "affection 1 +", which demonstrates the feasibility and correction of the implementation of differentiation strategy, brand strategy through sophisticated marketing. At the same time this paper introduces the good results from marketing channels of business halls, 10060 customer service, community managers by the use of Community Marketing Support system and integrated marketing system. At last this paper makes results evaluation in the light of specific cases and put out the next plan to continue to improve.