| With the development of communications and information technology, the mobile value-added services with its special vitality and advantage has become an important growth point of China Telecom industry operators in the mobile communications market. The ONE HOME, as a added business of Nanjing Telecom, has a more than300000users and made great contribution to the whole growth of both revenue and business expands of Nanjing Telecom. But there are still some problems, such as differences between package program and user’s demand, lack of marketing channels and the incomplete marketing programs. All these have affected the promotion of the potential value of the new and old customers, as well as the excavation of potential demand for the information service and then affected the market competition advantage of Nanjing Telecom. Therefore, it is key concern of Nanjing Telecom that evaluating the original Nanjing Telecom’s ONE HOME marketing scheme and putting forward the corresponding improvement strategies. So this study has practical significance.In this thesis, we view the ONE HOME marketing as a whole project and divide the project’s each links into several stages. On the improvement of the planning stage, based on the analysis of present situation of the ONE HOME marketing, we put forward improvement ideas, determine the improved scheme about evaluation standard. On the improved scheme selection stage, according to the FMEA quality evaluation model, we analyze the key quality characteristic index and the potential cause of the marketing plan, determine the improvement program. On the improved scheme implementation stage, we formulate the implementation process, and implemented the corresponding marketing measures, so as to ensure the improvement target.The contrbution is that viewing the marketing problem as a project, explores a suitable marketing management model according to Nanjing Telecom characteristics and provides a theoretical guidance to solve the same problems. |
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