The Research Of Changsha Telecomn Ivr Service Marketing Strategy

With the trend of Personalized and mobile communications as well as the mature of the Internet and VOIP techniques, the fixed-line operator is being severe challenged and in urgent need to seek new ways. As the main fixed-line value-added services, IVR business experience the development process from glory to the downturn. But because of its low end requirements, simple operation, carrying the rich content and information to business such as extensive user group level, new technology and new business driven by factors such as the business is still present, IVR fixed-line value-added service of the main source of cash flow. And with the data such as mobile phone short message of value-added service, mobile IVR speech value-added service is gradually become mobile operators and new business growth, SP. So IVR business regardless of whether the fixed-line or mobile operators, are the business forms with enormous development prospect will be paid more attention by people, which also has vast market development space. There are advantages to manage and develop IVR which can meet the market demand. On the one hand, the value-added services can bring business income to telecom operators; on the other hand, good stock market competitiveness can be get through the rich product function, improve the performance to maintain. This is the fixed-line telecoms operators in the process of development must be carefully study and solve the important topic.This paper introduced the basic concept of IVR, IVR business characteristics, types and the development trend of the foundation and combined the 4P marketing theory, cooperation marketing, integrated marketing and related theory of experiential marketing, as well as discussed the company IVR business marketing strategy in Changsha Telecommunications Company. Firstly, this paper analyzed the internal and external dimensions of the company business marketing environment. It includes political and legal environment, the industry environment, the competitive environment, and the enterprise interior IVR products, commercial mode, value chain, etc.Then some problems about the development of IVR business in Changsha Telecom Company were pointed out. After the analysis of marketing environment and situation and characteristics of IVR user in Changsha Telecom Company, the strengths, weaknesses, opportunities and threats that company faced were anyalzed by using the method of SWOT. Subsequently, the paper made more detailed analysis of Changsha telecom IVR business target market selection and positioning, which will focus on the low-end market. After that, the article focusing on Changsha Telecom IVR business marketing strategy. These marketing strategies are product strategy, price strategy, place strategy, promotion strategy and chain synergy strategy. The strategy to Changsha Telecom IVR business development provides advice and reference. Finally, some security measures to insure the implementation IVR business marketing strategy were proposed in the article...