| In 2008, China Telecom obtains the mobile service license to become the full service operator, and succeed purchases the CDMA network and the service of China Unicom. After the Chinese telecommunication reorganization, China Telecom divided Marketing Department into Department of Government and Enterprise Customers, Department of family Customers, Department of personal Customers according to the customer type. As a weak operators in the northern region ,Jilin Branch of China Telecom must enhance the product management to Realize enterprise strategy:focusing customer, variation and informationization .Further, rapid developing in the fierce market competition.so the author Proposed the methods for enhancing the product management of Department of Jilin Branch of China Telecom Co., Ltd. Department of Government and Enterprise Customers.This article,first,introduced the basic situation including including introduction of the Enterprise, Business situation and the history of product management of Jilin Branch of China Telecom and Department of Government and Enterprise Customers.Also briefly described the Communications Industry overview and competition.This article Exploratory researched Product Management Methods of the Jilin Branch of China Telecom Co., Ltd. Department of Government and Enterprise Customers based on the market and industry background of local telecommunications industry . This approach is Exploratory research techniques, The author ,based on the Product Management Theory , investigated and studed the product management of t Jilin Branch of China Telecom Co., Ltd. Department of Government and Enterprise Customers,together with the practical work.After the studying,the author summarized the major problem and impact and Analysised the reason for them.The end,the author Proposed solution and implementation of programs . the main conclusions:First, product management is important factor for current communications industry competition.The telecommunication operation industry is in the transition period from market operation to service and product operation by the analysis of the characteristics of various stages of telecommunications operators development. Its core ability also will certainly to have the shift once more. The new pattern has four characteristics:1) A new definition of telecommunication operation service:the network providing the function,faction building service, service composing product, the product serving the customer.2) The telecommunication service management leaves gradually from the network management, simultaneously service platform leaves from load bearing network.3) Service network and service platform resources was conformited, service function is provided through unified platform.4) The telecommunication product management will be strips from the marketing management, so the product operation and the market operation is relatively separated. Product management is a directely factor for competitive power of telecommunications operators. The key for the telecommunications operation enterprise reforming is rapidly promoting service and the product management capacity for the upcoming competition.Second,there are some trouble on the product management of Jilin Branch of China Telecom Co., Ltd. Department of Government and Enterprise Customers.1,Product development was out of control owing to internal communication and cross-sectoral coordination.And then, the negative impact is disrupting marketing management marketing plan,on the other hand, affecting the customer's experience and perception.2,As product management and marketing management out of touch, the product not to be able to form the superiority for market competition. Products did not transform the capacities of enterprises into income by marketing and buying and using of customers,also did not realize their value and mission.3,The product management is not prompt to the market demand response due to lack of information sharing and interaction. Lack of authority for assessing and optimizing on the sale of products and product line,it can not be market direction of product operation.The end,the author proposed improvement means and specific measures of product management in view of the existing problems and to combine the company's actual.including:1,To build and continuously optimize an orderly, well-organized new product development process,the customer demand, market opportunities and advanced technology are integrated into it. Its strategic influence is far greater than any other improvements for the enterprise. The process of product development for Jilin Branch of China Telecom Co., Ltd. Department of Government and Enterprise Customers included seven environments.others, the author separately discussed the cross-sectoral coordination according to the actual situation.2,Through customer demand based on sales training and the product propaganda, achieves the product management and the marketing management close union; The author has realized the product information maintenance, the product achievements appraisal and the optimized improvement by way of establishment and maintenance of "product status of books" and other five working.3,The author proposal to build the product management team,develop two level product managers, and control the daily work ensure the realization of above each improvement means in company's. Based on the above conclusions, Company's product management, improved methods, in specific applications, should be flexibility in the use of multiple strategies according to market demand, competitive environment and actual situation in order to obtain better results.In which, the most first is to develop new product development process,the key is to improve the coordination of marketing combine and enhance marketing integration using of individuals, departments and resources of the enterprise, as well as,the basis for the implementation of improved methods is building products management team.Telecommunications product management and related theories have made some achievements, product management methods are gradually improving at home and abroad, however, most theoretical studies have focused on manufacturing or general service sector, the majority of product management research on the telecommunications industry is relatively brief, or the sake of discussion or too overview,there are not many studies in relation to specific companies in specific sectors and daily product management work. At present,the shortage of research on telecommunications product management is all products of the enterprise were studied mixed. There is no specific research literature for customer segmentation of products. Telecommunication service, on the one hand tends to convergence of telecommunications services, on the one hand tends to be homogenized under the conditions of a large-scale restructuring of China's telecommunications industryhas just been, 3G licenses issued. Three full service operators all proposed strategic reforming and renews unceasingly product strategy.It needs analysis and study furtherly to find applicable method of telecommunications products in the new era because the existing domestic and foreign products management theory and communications management theory in the absence of any detailed clarification for it. Relatively, China Telecom and branch at all levels is very similar in product management of a group of customers. Therefore, this article studied product management based on Jilin Branch of China Telecom Co., Ltd. Department of Government and Enterprise Customers is of great significance. |
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