The Research Of S Telecom For Fixed-Line Voice Service Marketing Strategy Of Private Customers

This thesis analyzed the main problem that S Telecom private customers' fixed-line voice market meeting in the first paragraph. The analysis went by the problems in the business revenue, market share and voice quantity share. In order to explore the reason for these problems and whether there is still the potential market, this paragraph analyzed the outside macro-economics circumstances and internal micro-economics circumstances further. Through the analysis of the outside circumstances, we could get the conclusion that the total market surrounding developed healthily. And it still gets the potential communication requirement. But the terminal market is close to be full and the trend of mobility substitute fixed-line is unavoidable. Through the internal analysis, we could find S Telecom have the ability to compete in the market. But there are still several severe problems to counteract the development of the business.The second paragraph analyzed competitive surrounding of S Telecom deeply. The main competitor, coming from mobile carriers, will focus on two markets by three fields in the near future. Facing the fierce and tough competition environment, S Telecom needs to take some proper actions on the customers and products. And it should try its best to keep the existed customers, to snatch the new customers and to stimulate the usage of fixed-line voice service.Through the analysis, the third paragraph described how to use the data-mining to find different segment market and to grasp the customer segmentation and lost probability. By using de results of the analysis, the private customers could be divided into two major groups. One is the high value but high lost potential customers, and the other is low value but low lost potential customers.The forth paragraph described the marketing principle, strategy and actions on the high end customers. The high end customers have the high value and high lost probability. So the marketing principle is high quality service and high value, initiative customer care. Through the serial marketing strategy and pricing strategy, S Telecom could enhance the marketing and serving to increase the customer's loyalty.The fifth paragraph described the marketing principle, strategy and actions on the low end customers. Although the value of these customers is low, they have the large customer numbers. They contribute the large part on the monthly rental charge. They should be cared by providing special service and package.