The Marketing Strategy Research On Public Telephones Of Qingdao Netcom Company

In recent years, China's telecom industry is developing rapidly. With the rapid popularization of mobile phones, the continuing lowing of tariffs and the growing of the capacity of domestic fixed-line telephone number, the public telephone business has received great impact. Especially with the high-profile entering to the public telephone industry of China Mobile, public telephone industry has become a highly competitive market. At the early stages of competition, price wars is the main means of competition, but non-price factors such as services and brands become the focus of competition with the depth of competition. When it come to the variety of factors, it is very important for public telephone business of Qingdao Netcom Company to develop a reasonable marketing strategy according to the market positioning.According to the steps of the formulation of marketing strategy, this essay discusses the marketing strategy and marketing strategy and the relevant literature of the marketing strategy and marketing strategy for the telecommunications industry in the first part. After the analysis of the macroeconomic environment such as economic and political of Qingdao Netcom and the analysis of the various competitors, as well as the company's internal analysis, we use SWOT analysis method to analyze the whole problem and get Strengths and Weaknesses ,opportunities and threats which is faced by public telephone business of Qingdao Netcom Company. To tie with the overall objective and strategic positioning of public utilities Department, we should make public telephone market segmentation strategy and also we must use the strategic combination of product strategy, service brand strategy, pricing strategy, customer strategy, channel strategy and promoting strategy. In order to safeguard the effect of the marketing strategic Combination, it is needed to improve the operating capacity of leaders and to increase the talent building and to strengthen the financial management of funds. Consider to the Specificity of telecom industry, the telecom net construction and the using of China Telecom's resources is also very important.The analysis of the cause maybe is very important for the public telephones department of Qingdao Netcom to advance its advantages and to beat its opponent and win the market share. At the same time, it is important for other Chinese telecom companies to analyze internal and external environment and formulate their own characteristics suitable marketing strategies.