Improvement Of Marketing Management Of Chongqing Telecom Under China Telecom's Brand Strategy

The competition of telecom market is becoming increasingly severe nowadays because of the rapid development in the filed. A wild range of telecom products are offered to the customers. Therefore, how to set up the loyalty of the consumers has been the prior issue to all telecom enterprises. As an American brand strategy expert said: "The market is more important than the factory, and the only way to hold the market is that you must have the market-leading products." Nowadays, the competition within Telecom Industry in China determines brand is the most competitive weapon of the dominant operators, while how to build the advantages of those brands and attract the consumers is becoming the systemic tasks of the telecom operators in the near future. How to radicate the brand competition strategy of China Telecom, set up the persistent competitive advantages and construct the marketing management system for actualizing the brand competition are currently the points that are growing considered by China Telecom, Chongqing Branch as well as the key significance of this essay.The current primary problem of ChongQing Telecom is that the telecom market has already entered a stable developing period, when it's difficult to retrieve the rapid increase in the number of customers. Thus, keeping the number of loyal customers, attracting the potential customers and competitor's customers, developing the long-term value of those customers and changing the incremental developing into the storage developing are the current focus. According to the present situation, the innovation of service, the demand of brand marketing will be more urgent. The focus on technical competitions around the hard wares, facilities and networks would definitely result in the failure in the competition. Therefore, customer-orientation should be the guild to the telecom operators in the near future.To adopt the principle of brands value evaluation which is customer-orientated, to discuss the domestic telecom brand-building direction which includes the value of brand awareness, brand reputation, extension and intension of brand value. Transit the developmental tendency of the Telecom Industry, the establishment of the target to be the international Telecom operators, The analysis of the China Telecom factors influencing the organizational orientation. The analysis of the influence and determinant to the different kind of brands in the process of making branding strategy for Chongqing Telecom. Then ,The "SWOT" analysis of the competent of Chongqing Telecom: introduction of the "Blue Ocean" strategy, the development strategy of Chongqing Telecom, the main expectation of the internal and external profit, the request of the core customer groups and comparison with the competitors.At last, discuss the way in which the Chongqing Telecom brand-building could integrate into the marketing management system.The importance of the customer-orientated brand, the realization of the transformation from the existing organizational-orientated brand to the customer-orientated brand and the method in which the new and potential customer groups are chosen to establish the effective and efficient product combinations.