| With reform and reorganization in the entire telecommunication industry,China Tietong was merged by China Mobile and embraces a new era of full-service competition. However, the company had met a bottleneck in its development as sales crept down over the past several years that dwarfed the market share. Meanwhile, the company’s customers turned to its rival brands. Therefore, in recent time, it is urgent for Taizhou Tietong to tackle the problems by implementing after-merging marketing strategies.It is indispensable to study inner environment and external environment of the company whilst analyze the marketing strategy based on its target market. By doing so. the new marketing strategy has its role to play in exploiting market and retaining existing clients in order to enable the company to achieve a competitive edge.First of all this article studies inner environment of Taizhou Tietong from the aspects of its products, organization structure and market status quo on the basis of literature review, followed by analyzing Taizhou Tietong’s external environment from three levels of macro environment, competitive environment and operating environment so as to pore out positive elements in politics, society. economy and technology. Secondly. Taizhou Tietong’s strength, weakness, opportunity and threats are illustrated along with its threats from customers. suppliers, competitors. potential competitors and substitute products. In addition, the market is segmented according to its target market’s characteristics and demands, which assist the procedure of product positioning. Eventually, based on the conclusion of what have studied, this article explores marketing strategies by applying7P and4C theories. The marketing strategies are analyzed from perspectives of product, place, price, promotion and service marketing as being improved by integrating clients’ demands and value displayed in four facets, namely client, cost. convenience and communication. |
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