| The Public Payment System of GT Company is an integrated combination of hardware and software application system in this industry. It mainly serves for telecom operator and provides them with telephone terminals and management systems for public communication. The establishment of GT Company is based on the IC telephone developed in 1995 by several students of Chengdu University of Electronic Science and Technology. It is a communication company whose main business is to provide telephone terminals and management systems for telecom operators. Meanwhile, the main researching persons participated in the formulation of the standards for national IC card payment system, and designated telecommunicating equipment manufacturers for former Ministry of Posts and Telecommunications which is the first domestic company that has IC telephones with independent intellectual property rights. As a leader in this industry of China, it has comparative advantages to some extent in competition with foreign products, and occupies the top three market position in this segment market. But with the popularity of mobile phones, the proportion IC telephones takes up in the revenue of operators is declining greatly, and the operators'demand for the equipment has fallen to historic lows, tending gradually to withdraw from the telecom market. Along with the development of 3G communications, it is necessary to explore new customer demand and profitability points, which is both an opportunity and a challenge. Also, it is a chance for traditional telecom operators to break through the traditional model in which voice is made as revenue. For public phone, the unique geographical advantage and excellent communication quality assures for its breakthrough in the new situation. This paper applied related theory and methods of marketing management to analyze the marketing strategy of GT company's IC card payment systems in order to respond to changes in increasing complicated objective circumstances.This paper has 6 parts. Chapter one is the introduction, which described the researching background, objective, importance, using value and main content and frames. The second chapter is about the related theories and methods of marketing as well as the features of communication market. Then, the analysis of the current situation and problems of marketing is presented in chapter three. Firstly, this chapter made a macro-environmental analysis which is mainly applied in PEST analysis of GT Company's product. Secondly, it made a micro-environmental analysis of GT Company. It employed SWOT analysis method to analyze GT company's strengths, weaknesses, opportunities and challenges. Chapter four and five is the research about marketing strategies and marketing combination. Finally, the last chapter gave a conclusion.Based on analysis positioning choice of different objective markets and through the 4P research of GT company's objective market, this paper worked out 3 product lines, that is, IC card payment system product line, multi-media payment product line and videophone payment product line.The price chain formed in the paper from high to low is multi-media payment system, IC card public payment system and videophone payment system. As for the marketing channel, GT company combined it own features and applied the direct selling to Telecom and Unicom, the two main customers, while took the method of channel selling to some videophone products.Through the analysis of the whole paper, we can expect that GT company will certainly walk out its own way under such a flagging market condition if it can integrate the product lines, adjust the marketing concept and strategy, take good advantages of the its own nice market resources and product strengths. |
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