CECT Marketing Strategy

With the speeding up of global economic integrity, it is very important for a company to establish a definite and feasible marketing strategy which not only relates to the position and marketing share of a company, but a big problem to company existence. With adjustment of national macro policies and under fierce international competition, one medium size joint venture company wants to survive and develop in national and international markets, it's necessary to adjust and update company developing strategy according to complicated market environment. CEC Telecom Co., Ltd. (referred as CECT hereinafter) is a joint venture company in telecommunication, with more and more fierce competition in this industry, CECT with main product as cell phone, is in a complicated and changeable inside and outside environment which challenges company's existence and development. This article focuses on how to adjust CECT for increasingly fierce national competition environment, how to establish a set of scientific and feasible marketing strategy to stabilize its market share in national market. This marketing strategy has a magnificent meaning for CECT to confirm marketing direction and define industrial position, get rid of various unfavorable factors, hold marketing competition advantage and realize healthy and sustainable development.This article researches CECT marketing strategy through marketing, enterprise strategy management and human resource management theories. Main purpose is to broaden work method in telecom field, strengthen marketing analysis power as well as to provide an active reference for CECT when adjusting its marketing strategy.This article's structure as follows:first, introduce industrial background and CECT, then provide theoretical presentation, third is analysis of inside and outside environment to obtain SWOT matrix for meaningful decision, forth is selection and establishment of marketing strategy, directive thought, general strategy goal and a series of functional strategies to support the general one; last is strategy implementation through reasonable segment goal, adjusting and optimizing structure, scientific resource configuration, control strategy implementation by complete control system to ensure strategy implemented in expected direction.