STQ Company Oriented Internet Marketing Strategies Research

With rapid economy development, the telecommunication industry has come tomarket competition，and the major operators officially enter the "full service" era.Accompanied by rapid promotion of3G technology and internet, Chinese telecomindustry is accelerating into the mobile Internet era. The telecommunication industry’stransformation has caused rapid change of competition area and competitive mode:operator’s traditional business area-production system has entered mature period ofinvestment, and its growth room is limited, while operators’ emerging business area(mobile application terminal, business integration) is ushering in rapid developmentopportunity.Facing the situation that the operators are adjusting their main business era in thefuture, the enterprises in the industry have business changes and adjust their businessdirection to meet the needs of operators. But the consequence along with these changesis increased competition between various enterprises, homogeneous competition, evenvicious competition, resulting in deterioration of the competitive environment of theindustry.As a traditional software development company and services provider intelecommunication industry, STQ is facing the "labor pains" brought by the transformin this industry. The company’s traditional business sales have shown decline trendbecause of operators’ investment plummeted and impact from the competitors, when itsnew business haven’t been able to get effective development due to the reasons oforganization, R&D, marketing management, and experience.This paper is based on “internal and external troubles” that this company faces,using market competition strategy analysis tools and marketing theory to analyze thecompany’s internal and external environment and then giving some competitionstrategies aiming to these questions in order to make contributions for the developmentof this company. First, this paper reviewed related management analysis tools and marketing theory,then analyzed advantages and disadvantages of various methods and its applicableconditions in order to lay foundation for later theoretical analysis.Second, it analyzed the company’s internal environment in four aspects, marketingcapabilities, market development capabilities, products&research capabilities andoperation conditions. From this analysis, we thought that the company’s marketingcapabilities need to be increased, new business market development capabilities need tobe strengthened, products and research capacities need to be improved and currentbusiness situation need to be worried. In short, this company is facing the problems ofold business shrinking and new business increasing slowly.Third, this paper analyzed company’s external environment in four aspects,characteristic of telecommunications industry in mobile Internet era, three operators’reform in the era of "full service", competitors and potential competitors of thiscompany. We thought that operators have already adjusted their business ideas anddevelopment models in "full service" era, competitors followed this trend to reformtheir business. And in new business, this company will compete with the potentialcompetitors.Finally, using the analysis of the problems of STQ, this paper proposes marketingstrategies for the company in mobile internet era, in product, price, place, promotion,consumers, marketing management and marketing personnel incentives in order toprovide some reference for future development of the company.