Study Of Marketing Strategy Of Liaoning Netcom Company 114 Telephone Navigation

Under the pressure of the fierce market competition in China telecom and the sharp drop of the traditional voice service, many local operators have to seek the new product increasing points so as to transform themselves from the traditional operators to the integration information service suppliers. In order to achieve the goal of strategy transformation, China Netcom Company used consumer, network resources and other advantages to launch the 114 telephone navigation business on the basis of the old 114 Directory Enquiries. With the various telecommunications operators and Internet search giants having entered the region of Liaoning voice search market, Liaoning Netcom 114 telephone navigation business is facing increasingly fierce market competition. How to deal with the competition, how to improve the competitive ability and business income, and how to promote the further development of 114 telephone navigation business has become a difficult challenge that Liaoning Netcom Company is facing.In this paper, Firstly, the author analyzes Liaoning Netcom's 114 telephone navigation business market environment by the model of Michael Porter's five competitive forces based on Liaoning Netcom 114 telephone navigation business development and characteristics of the current situation and on the basis of marketing theory, according to the macro environment and the competitive environment analysis. Secondly, the author analyzes Liaoning Netcom's internal resources and capabilities and points out the strengths, weaknesses, opportunities and threats of Liaoning Netcom's 114 telephone navigation business through using SWOT analysis tool. Then by means of segmenting market and selecting target market, the author illuminates the positioning of 114 telephone navigation business. Finally, the author puts forward several marketing advices on product, price, place and promotion 4P mix marketing strategy for the target market, including enhancing the brand image, extending existing products, developing new business, improving the standard of services, carrying out differential pricing, improving information collection and marketing channel building and carrying out several ways of promotion.