Study On The Marketing Strategy Of Improving Competitiveness Of China Telecom Dalian Branch

As the development of China telecom system reform, China Mobile, China Unicom and China Telecom reform and upgrade network and products constantly. In the market competition and product marketing, three telecom operators has formed the fierce competition pattern now, certainly it also includes Dalian. As China Telecom Dalian Branch gets CDMA network and management, thus it becomes a whole mobile service provider, this means the beginning of all business times.In the face of the fierce market competition pattern, China Telecom Dalian Branch exists many problems, such as marketing strategy and competitive strategy being not systematic. First, this paper tries to analyze the micro environment of China Telecom Dalian Branch using PEST method(Politic Analysis, Economic Analysis, Society Analysis, Technology Analysis),to analyze the macro environment of China Telecom Dalian Branch using SWOT method (strength, weakness, opportunity and threat). Also, through introducing profiles, business development present condition of China Telecom Dalian Branch, this paper analyze target market and market positioning of China Telecom Dalian Branch at present. Then, on the basis of market subdivision, market positioning and choice of target customer, using marketing strategy theory, this paper analyze marketing strategies of China Telecom Dalian Branch(including product strategy, price strategy, promotion strategy and channel strategy). Then, this paper puts forward to choice of marketing strategies. Finally, using analyze rivals of companies, this paper select competition strategy.The research in this paper, will formulate appropriate marketing strategies and competition strategy for China Telecom Dalian Branch, so as to improve the company's market share and core competitiveness, to deal with the new situation of the competition pattern. This makes China Telecom Dalian Branch develop rapidly, healthily and sustainably.