Shanghai Netcom Customer Marketing Management Analysis And Marketing Strategy

In a decade development, there is a dramatic improvement in the telecommunication industry, which has formed China Telecom(CT), China Mobile(CM), China Netcom(CNC), China Unicom(CU), China Railcom(CR) and China Satcom(CS). While CT, CM, CNC, CR and CU have came into the market at America and New York, the advantages and disadvantages of these mega-size telecom companies have appeared in the Chinese market.This market is developing beautifully, however competitions among these companies are growing silently. The market for traditional products is saturated, products in every telecom company are similar, price war occurs, and government monitoring and management strength increases. The whole China Telecom Industry faces tremendous challenge.In addition, the operational difficulties rise at the same time in every telecom company. They faces challenges such as customer lose, low sales improvement, ARPU value decrease, and every key index stops growing or/and even decreasing. However, simply increase sales ability is no longer able to satisfy customer requirements, especially key customers. As a result, this has become to a new challenge for key account sales.First of all, this paper analyses and demonstrates the definition, character and development of key account sales theory. After the overall analysis of sales development in domestic and oversea telecom companies, this paper emphasizes on investigation and analyzing the real sales situation at CNC Shanghai branch. Suggestions and advises, which are based on the above theory, will be given. Advanced theory and innovation ideas will be used for argument in this paper; this will not only bring huge benefit for CNC Shanghai Branch in terms of future sales activates, but also helps for the future study in relevant the industry.