Research On Marketing Strategy Of GuangZhou Telecom Individual Customer Centre

In Chinese telecommunications market for more than 10 years of reform and development process, rapid development of the entire telecommunications industry has been seen, and the scale of users expanded rapidly. At the same time, competitions between mobile communication operators, between fixed network communications operators, between mobile communications operators and fixed communications operators are getting more and fiercer; the domestic telecommunications market is under a highly competitive environment. China Telecom GuangZhou Individual Customer Centre is a district operating unit of China Telecom, with responsibility for all telecom business in Guangzhou individual customer. China Telecom GuangZhou Individual Customer Centre is now facing competition from Netcom, CRC, China mobile, China Unicom mobile. At the same time, it has to actualize the company reform strategic goal of China Telecom. This paper is to explore how to make use of internal resources to choose the marketing strategy under the external environment.This paper first presents theories of company strategy, product strategy and research technique, etc, which are used for the research. Then, by means of PEST analysis, the paper analyzes the political, economic, social and technological environment of the c entre and analyzes the industrial environment the centre is in. As for the internal environment, focuses are on the actuality of human resources, organizational structure, technology and equipment, product, price, place, promotion of the centre. And then, advantages and disadvantages of the centre are given and the opportunities and challenges the centre is facing are analyzed Based on the SWOT analysis, the paper provides alternative strategies for China Telecom GuangZhou Individual Customer Centre. After analyzing several aspects that influence product development of the centre, strategy objective, strategy measures are presented on PHS,telephone card and Manpower pay station product respectively. Marketing strategy system is formed, and a series of strategy principles is concluded, considering the characteristic of telecommunications product. And finally, the paper gives strategy plan fits for company development from aspect of human resource, product, promotion, place and price.