The Marketing Strategy Analysis For Nanning Telecommunication In The Banking Market

With the successively rapid development of the Money market in recent years in Nanning, the local telecommunication operators have to face the Cut-throat competition situation especially in gaining a larger share of the Banking market. From the year of 2004 to 2006, it is indicated that Nanning Telecom Company's share of the Banking market is going down year after year. In other words, the development of Nanning Telecom Company is below the average level among the group companies in the share of the Banking market. The paper will attempt to utilize the marketing Knowledge and models to analysis the strategy which should be taken by Nanning Telecom Company in the local Banking market.Relying on the research of Nanning Banking market environment and the development characteristics, the writer makes a review about the competition in the Nanning communications market in terms of Michael Porter's Five Forces Model and SWOT analysis. Through the research result, he points out the advantages Nanning telecom owns and the following marketing strategy it might take. The paper is organized in the following manner.First, he presents a brief of the present situation based on the banking market's macroscopic development trend and the local situation of the Banking market in Nanning. Based on the process of banking clients in promoting informatization, the writer unfolds the information demand characteristic of Nanning Banking market. After analysizing the external environment factor by the Nanning local politics, society, economy, culture, technology, competition strength, the ability of consumer negotiating and so on, the writer discusses the opportunities and threats which Nanning Telecom will meet in Nanning telecommunication market by professional environment analysis.Next, by exploring the current ability, facial and potential advantages of Nanning Telecom in the banking market share, the network coverage and the service quality, he proposes the question about how to explore the Banking market. According to analysizing the marketing strategy disadvantages, the new strategy on typical banking clients and VIP by Nanning telecom is presented in the end.