Et Foshan Branch Of Market Strategy

With the fast development of Chinese Telecom business and re-organizing process according to modem corporate system of the enterprises, the monopoly in this line is being broken gradually and the competition is becoming fierce. But the relatively weak marketing abilities of Chinese telecom operators restrict their development because of the long-term monopoly.From the operator's point of view and through studies and practice in anew private telecom operator-ET company, Foshan Branch in last twoyears, the author analyzed the problems it met in market developing, and summarized the strategies should be adopted of telecom business operators. He hoped that the valuable experience and theories be some help for the telecom operators to improve their decision-making level and marketing abilities in the future.Through the analysis and studies of ET Company, the author put forward ten questions to discuss at the beginning. Then he discussed macroscopic environment faced by ET Company from the development of Chinese economy, the telecom business and information in Guangdong Province, the telecom technology and the influence on telecom industry of China's entering WTO. He analyzed in detail the seven existing competitors as well as potential competitors, and those competitors who can supply substitutes. With the SWOT model, he analyzed systematically the superiors, weak points, opportunities, and threatens for ET Company. Based on these, six market strategies are got. They are centralization, penetration, differentiation, price, brand, and managerial motivation. The correctness and usefulness of the six market strategies are also confirmed in execution.The author applied many research methods such as induction, instantiation, bibliographic, qualitative and quantitative methods to give a comprehensive representation to the problems in the thesis.One of the most outstanding and innovative points in the thesis is the author systematically summarized all Chinese telecom operators' current states, which include background, market strategy, advantages, disadvantages, etc. And the summation of their competition abilities also reflects the current state of Chinese telecom industry and strategies that should be adopted by the telecom operators. The second innovation of the author is that instead of making the market developing an independent link, he tried to combine marketing theories with managerial motivation theories to solve actual problems.The market kept empty since ET found its Foshan branch two years ago. After scientific analysis and research, the author helped to set out reasonable market strategies and the inner managerial regulations, which changed the situations and made great success. And this also shows the correctness of the market strategies and managerial regulations in certain time and within certain scope.ZhouMingtei (MBA) Directed by Prof. Zhou Xizhao...