Research Of Marketing Administration Of Big Clients Of Jilin Broadcasting

I. General IntroductionWith the increasingly intense competition in the telecommunication market, all the large enterprises tend to focus on the marketing of big clients. The main change lies in the fact that they gradually divert their attention from focusing on the"operation and maintenance"of the network to being"clients-oriented". The corresponding change has been the foundation for the marketing of big telecommunication clients. At the same time when competition in the market becomes tenser and tenser, marketing administration in the telecommunication market has been the core, which will directly influence the direct or indirect economic benefits and social profits of the telecommunication enterprises and also is related to their survival and development. In the modern times when"clients'rights are centered", how to better meet clients'requirements has undoubtedly become the emphasis in the marketing work by telecommunication enterprises.In the past ten years, there have been a series of violent reforms in the telecommunication industry in China. From 1994 when Unicom was established, 1998 when the mail service and telecommunication service was separated, 1999 when the mobile telecommunication service and bleeping telecommunication service was separated to 2002 when there was a division between Telecom and CNC, there has been a competition pattern of"5+1"by China Mobile, Telecom, Unicom, CNC, China Tietong and China Satcom. Meanwhile, after China joined WTO and gradually fulfilled its promises to the industry of telecommunication, some foreign telecommunication enterprises also couldn't wait to enter the Chinese market, which completely broke the monopolization situation in the telecommunication industry and brought in market competition. Improvement in the network techniques and development in the transformation of the telecommunication industry enabled radio film and television network to develop into fundamental network enterprises which can offer special network services and wide band internet services. In 2007, the Sate Administration of Radio Film and Television issued operation license of special networks to Broadcasting Corporation. At present, the Corporation is busy with building backbone networks throughout the whole country, actively reforming and conforming local networks of cities, which will make preparation for the business operation of broad band links. The Corporation has also taken part in the competition in the telecommunication market. In CCBN2007 Summit, Zhang Haitao, Deputy Director of the State Administration of Radio Film and Television pointed out that the traditional clients of broadcasting industry were running off and the broadcasting industry was facing unknown pressure of competition. The exterior pressures asked that with relatively large scale of digital TV, broadcasting enterprises should gradually expand their business in the traditional telecommunication network and internet services. According to"Pareto principle",about 20% big clients can contribute to 80% profits of the enterprise. Nowadays, telecommunication enterprises in China have realized that big clients are the main source of their earnings and profits. Maintenance of the big clients and the increase and decrease in communication fees will have outstanding influence on the achievements of the enterprises. As a result, big clients become the targets which attract the most severe competition. However, research on big clients by Chinese telecommunication enterprises is far from sufficient and satisfactory. In recent years, due to lack of theoretical research of marketing and accumulation of experience about big clients, during the marketing process of big clients, those enterprises are often too extensive, random and lack of regulations, which results ion unsatisfactory administration of big clients. Under this background, the paper tends to expound on how can Jilin radio film and television networks efficiently carry out marketing work of big clients during the process of telecommunication marketing.Through argumentation on the marketing administration theories about big clients, the paper will take Jilin Radio Flim and Television Network as the key to further analyze the current situation of large domestic and overseas telecommunication enterprises, looking for problems and putting forward strategies to enhance marketing administration of big clients. The paper uses a research method which combines theoretical study and the enterprises'reality and also combines qualitative study and quantitative study. Under the basis of making a general introduction of the connotation in the big clients marketing theories, the paper will make an analysis on the marketing situation of big clients by both domestic and overseas telecommunication enterprises. Furthermore, in accordance with the realistic marketing situation of Jilin Radio Flim and Television Network Co., Ltd (abbreviated as Jilin Radio Film and Television Network here forth), the paper will tentatively put forward corresponding strategies to improve marketing administration of the corporation's big clients from four aspects including, planning, organization, administration and control.II. Basic Theories for Marketing Administration of Big ClientsAt present, with the world's economic development and scientific and technological improvement, the whole society has been involved in increasingly intense competition. Marketing, as the magic weapon for the enterprises to be successful, has been given more and more emphasis throughout the world, which promotes marketing theories and methods to witness great renovation and development. With the notion of"marketing of relations"in 1980s, marketing and administration of big clients come into being. It illustrates business relations, making research on the purchase decision by the buyer. Also, it takes the relationship between the buyer and the seller as being"interactive", emphasizing on the mutual function of the two parties, participants, environment and atmosphere. The purpose of this marketing act is to establish and maintain everlasting cognition and preference for corresponding brands among the group of big clients of the enterprises. Then depending on the information interaction between the enterprises and their big clients, cognition and loyalty by the big clients towards enterprises will be formed, which will give corresponding suggestion for marketing activities.The paper focuses on expatiating on theoretical foundation of big clients marketing administration. It first discusses the connotation of big clients'marketing and then summaries the basic features of big clients. After that, it explains the development process of big clients'marketing administration. Finally, the paper analyzes the main characteristic of big telecommunication clients and marketing administration of big clients.III. Analysis on the Current Marketing Situation of Big Clients of Domestic and Overseas Telecommunication EnterprisesNowadays, violent change has happened in the competition layout of the telecommunication market. The marketing pattern of the whole telecommunication market has gradually changed from extending single service brand to comprehensive administration of various service brands and corresponding marketing arrangements. Facing the big clients, which can offer large earnings and profits, domestic and overseas telecommunication enterprises all take flexible marketing measures. Through increasing local communication resources for big clients and mutual complementation of resources among different telecommunication enterprises, the depth and width of telecommunication business will be expanded. The present Chapter will analyze the current marketing situation of big clients in domestic and overseas telecommunication enterprises from the realistic perspective.Current Marketing Situation of Big Clients of Overseas Telecommunication EnterprisesThe main overseas telecommunication enterprises, such as BT, BellSouth, FT, NTT and other enterprises have realized the importance of big clients for a long time, thus paying special attention to the marketing services of big clients. There are some methods which deserve being referred to by domestic telecommunication enterprises.Current Marketing Situation of Big Clients of Domestic Telecommunication EnterprisesIn recent years, competition among domestic telecommunication enterprises has been increasingly furious. All the enterprises have realized the fact that big clients are most important strategic resources. Thus, big clients become the core in the competition of the enterprises. Consequently, they gradually divert their attention from focusing on the"operation and maintenance"of the network to being"clients-oriented". Since 2003, China Mobile, China Telecom, CNC, and China Unicom successively have built up relevant institutions for big clients marketing services and meanwhile formulated and executed a series of marketing administration measures of big clients, actively participating in the market competition for big clients.Review of Big Clients Marketing in Domestic and Overseas Telecommunication EnterprisesThere are the following several common points in the successful marketing administration of big clients in several main overseas and domestic telecommunication enterprises:(1) As for planning, they emphasize on selective market division of big clients and besides, they have thorough preparation such as analyzing requirements in the market.(2) At the aspect of organization, they focus on building and administration of the marketing group of big clients. They demand multiple cooperation, collaboratively formulate individual marketing strategies of big clients and offer big clients individual solutions. They pay attention to the background support for big clients marketing.(3)As for guidance and administration, they have strong stimulation towards clients.(4)As for the control of clients, they carry out investigation on the satisfaction degree and loyalty of the big clients.(5)They have structural and institutional guarantee.Comparatively, domestic telecommunication enterprises in China have done a lot of work in big clients marketing. Gradually, they have explored a set of mature marketing service system of big clients. Their success can be summarized as follows:(1)When making planning for administration, they have mainly taken the realistic situation of their clients into consideration, identified the range of different clients and formulated different corresponding strategies (2)They build up service centers for big clients, which are fully responsible for the administration of big clients.(3)They have realized the importance of the marketing administration of big clients.(4)They emphasize on precautions. Through various marketing strategies, clients'satisfaction degree and loyalty are fostered. Relationship between the enterprises and their clients are enhanced, which will prevent the clients from choosing another network.Meanwhile, compared with the overseas telecommunication enterprises, there are also some common faults in domestic telecommunication enterprises concerning big clients marketing:( 1 ) The division depth in the market concerning big clients by telecommunication enterprises is not enough.(2)Work concerning big clients by the telecommunication enterprises isn't delicate enough.(3)Quality of the big clients managers is relatively low at large.(4)The interior administration flow in the telecommunication enterprises needs further improvement.IV. Analysis on the Current Marketing Situation of Big Clients of Jilin Radio Film and Television NetworkAfter introducing the general situation in Jilin Radio Flim and Television Network Corporation and its big clients'centers, firstly, the paper will analyze the competitive force of the corporation and make SWOT analysis. Then the paper will give specific analysis on the current marketing situation of big clients in Jilin Radio Film and Televsion Network. At last, it will point out the problems in the big clients marketing in Jilin Radio Film and Television Network.V. Suggestion for Marketing Strategies of Big Clients in Jilin Radio Film and Television NetworkIn accordance with the problems present in the big clients marketing in Jilin Radio Film and Television Network, with the reference to the successful experience of overseas telecommunication enterprises and also from the perspective of administration, the paper offers suggestions and strategies from the four aspects of planning, organization, leadership and control as follows:·Planning for Big Clients Marketing in Jilin Radio Film and Television Network·Organization of Big Clients Marketing in Jilin Radio Film and Television Network·Leadership in Big Clients Marketing in Jilin Radio Film and Television Network·Control of Big Clients Marketing in Jilin Radio Film and Television Network...