Marketing Strategy Research On Xiangyang Telecom Mobile Service Industry Applications For Government And Enterprise Customers

The completion of the new round of restructuring of the telecommunications industryin2008and three3G licenses’ issuance in2009means the official arrival of thefull-service operation era of Chinese Telecom industry, the competition in Chinesetelecommunications industry will become increasingly fierce. The contention forgovernment and enterprise customers (Group customers), which is an important growthpoint in revenue and profit, between the three operators of telecommunications companieswill also be intense.As a later entrant to mobile services, China Telecom Group makes topto bottom efforts to find effective paths and methods to improve the mobile market share.With a hope to continuously improve the mobile business market share and improve thepassive situation of fixed-line revenue continues to decline and the fixed network share isincreasingly being eroded; through an unconventional expand scale in the government andenterprise customers mobile market.This article is based on Xiangyang Telecom government and enterprise customers asthe object of empirical research, with the objective to enhance the mobile business marketshare, work to expand the application of the mobile industry practice, conducted a studyand discussion on the marketing strategy of Xiangyang Telecom mobile government andenterprise market using related marketing theory. First, the article analyzed the marketingstatus quo of the Xiangyang Telecom government and enterprise customers marketingstrategy, the current situation of the mobile industry applications marketing to identifyproblems. Then, the external environment is analyzed using the PEST analysis method, thefull-service competition and the advantages, disadvantages, opportunities, threat in themobile industry expanding is analyzed using SWOT analysis. Based on the above, amarketing strategy mix on expanding the scale of business in government and enterprisecustomers driven by the mobile industry expanding applications is discussed using marketing mix theory such as4Ps,4Cs, Service Marketing7Ps and4Rs, combined withthe successful experience and case studies in Xiangyang Telecom government andenterprise customers department. And demonstrate the effectiveness of the proposedmarketing strategy through the analysis on the success case study in Xiangyang Telecompolice sector. Finally, to explore and develop safeguards to ensure that the marketingstrategy can be implemented.