The Study And Research Of Shanghai Telecom Community Marketing Pattern

In 2000,while it was opened, Shanghai Telecom set up the strategic objective of building up Shanghai Telecom as a powerful and international competitive information communication and information service branch company of China Telecom . It has been actively probing and practicing ,and progressing at the road of transformation of company.In the market of community, Shanghai Telecom is facing more and more information needs as a big opportunity . However, many competitors are strengthening competitive forces by many ways. As time goes by , Shanghai telecom is facing more and more fierce competition.As a dominant company, how does Shanghai Telecom cope with the competition in community market? How does it unite technology and product and service and internal management and external union facing information needs ? how does it offer total information solution and service for community customers? To resolve these problems , Shanghai Telecom must build a community marketing pattern quickly . So this research is meaningful and has a wide application future.This paper introduced that information needs is an important development trend and pointed out there are many joiners in the community market. I designed a mode of'multi-win'community marketing pattern and suggested Shanghai Telecom on how to fulfill it and make it develop healthily. Then this paper described community marketing strategy, while elaborating packages designing and difference marketing are very important. At last this paper ended with a case about a real community .