China Unicom Chenzhou Branch Of Rural Communications Marketing Strategy

With the fast development of socialist new countryside, the rural economy grows stronger and rural consumption level rises. More and more mobile carriers pay their main attention to rural areas, which intensifies the competition in rural telecommunications market and exposes unprecedented difficulties and challenges to fixed-line carriers. From the view of Chenzhou Unicom, enterprise market share has been stagnant in recent years. Although the investment in advertising enterprises is constant and introduction of talents has also been strengthened, there is still no breakthrough in performance. Companies urgently need to develop strategies transformation. In the rural communications markets, how to improve services, promote brands, retain current customers and develop new customers are the problems that fixed-line carriers are facing.This paper discusses the marketing situation, problems, causes and potential of China Telecom Zhuzhou County Branch. Then discusses the main reasons for the current difficulties by analyzing its external and internal environment, strengths and weaknesses and further it proposes marketing strategies about products, prices, promotions and so on in the rural telecommunications market;Analyzes how to make full use of existing resources to retain current customers and develop new customers,How to create the Portfolio attractive in rural areas which face the real needs of the farmers thus in this way forms economies of scale; How to guide farmers to consumer communications to solve the more selling-less using problems and improve the value of consumer ARPU and how to seize the target market effectively, reduce investment, increase revenue and improve efficiency. Finally, according to the company's current situation and environmental analysis, this paper put forward the implementation of safeguards marketing strategy including safeguards of human resources, organizations and institutions to ensure the smooth implementation of marketing strategy and achieve the desired results.The paper studies consult the practical marketing activities of China Telecom Zhuzhou County Branch the marketing strategies based on rural telecommunications market. This research results could be directly applied to the rural telecommunications market expansion by operators, and also it is of certain reference value to other branches of China Telecom. These marketing strategies of rural telecommunications market that the thesis discusses could be further enriched and perfected by China Telecom Zhuzhou County Branch during the process of marketing innovation. So this thesis is of great value in application and also can be used as reference for future research.