Research On Marketing Strategy Of The Value-added Telecom Services

From 1993 to date in value-added telecom services,the market size is expanding constantly.GL Communications Inc.is a medium and small-scale new high-tech enterprise which manages the value-added telecom services mainly.As the technical barriers to trade melt gradually and the rival is increasing constantly,in order to obtain more competitive advantages that enterprises depends on for existence,GL Communications Inc.needs to integrated marketing theory with practice urgently,plans and designs the marketing strategy of enterprises to define the marketing goal,and conducts the marketing activities orderly.In this paper,the research theme is marketing strategy formulation and implementation of GL Communications Inc.First of all,this text has explained definition and industry chain of the value-added telecom services.Then,we have studied the market environments of GL Communications Inc.as follows:Ⅰ) Through PEST and Potter five strength model,we analyze the macroeconomic environment and trade environment of GL Communications Inc..Ⅱ) Through the environmental analysis inside enterprises,we find out about the resource current situation of GL Communications Inc..Ⅲ) Through SWOT model analysis,we understand the opportunities and threats of GL Communications Inc.,we also achieve the advantages and disadvantages of GL Communications Inc..Then,according to the development of the whole industry and market competition,we have confirmed the marketing strategy of GLCommunications Inc.,which based on differentiated products competitive strategy.In the meanwhile,the concrete marketing strategy scheme shall be provided:Ⅰ) GL Communications Inc.shall expand the breadth of the market actively,consolidate the existing market,and open up new market.Ⅱ) GL Communications Inc.shall extend the depth of the products, strengthen new technology research and development,keep technology leading,merge the unique resource partners,increase the product range.Lastly,we provide the strategic implementation plan from two respects for GL Communications Inc..One is the tactics of the marketing with the service aim of "everything regards customer as the centre",the other one is the guarantee system of marketing strategy.In conclusion,through the analysis herein,we hope to point out the direction and establish the foundation in development in the future for GL Communications Inc.At the same time,the author also hopes it can bring certain reference for many small and medium-sized enterprises which similar to GL Communications Inc..