Study On Marketing Strategy Of The E-surfing Product Of Shenzhen Telecom

The telecommunication industry is the basic national industry, and it has great influence on keeping the national economy developing persistently and stable. Since the telecom restructured in2008, China Telecom has formally introduced the mobile service, confronted with the major opportunities and challenges of the entire business operations. At the same time, the telecommunication market has already turned into a full competing stage; however the concept of services marketing of ChinaTelecom has not been able to adapt the demands of the modern market situation. Shenzhen Telecom must abandon the traditional marketing concept operating as fixed network and to establish a full-service operation. We understand customer value orientation, attract customer awareness, and change the traditional customers" perception of Shenzhen Telecom via the research of E-surfing Products to ultimately achieve customer satisfaction as well as win a sustainable competitive advantage.Firstly, the article discusses theories in marketing management and service marketing fields with relevant theories as referenced, leading the theoretical foundation for Shenzhen Telecom E-surfing products marketing strategy. Secondly, based on PEST theory, we make a detailed analysis on Shenzhen Telecom’s macro economic environment and further point out the impact of its marketing activities.According to the analysis of mobile competitors such as China Unicom, it provides Shenzhen Telecom’s competitive environment as well as the problems in the marketing process, and the marketing position of E-surfing products. Finally, this article proposes the problems currently existing in the marketing and its solutions from six aspects as products and brands, prices, channels, services, service promotions, customer services, detailed service processes so that it can provide characteristic and differentiated services to customers, deliver value which is higher than rivals to the customer and raise customer’s loyalties of telecommunication corporation and hope as a reference it contributes to telecommunication business in our country.