A Study On The Optimization Of Marketing Strategy Of Hunan Telecom’s Mobile Service In SME Market

For the telecom operators, China Telecom has realized all-round businessoperating smoothly with the new telecom system reform and its successful acquisitiontowards CDMA network. And3G mobile licenses were issued in2009, which markingthe country’s entry into the3G era. Nowadays, mobile service has become one themost important sources of profit among the three operators. In telecom enterprise’smarket segment, the staff size of SMEs (small and medium enterprises) market hasbeen much larger than in other industry. In this context, as a later one in the mobileservice, it’s essential for China Telecom to establish and perfect the marketing channelsystem towards SMEs and continuous promote the marketing ability and service levelof the marketing channel to gain advantage in the fierce market competition. AndHunan Telecom’s marketing strategy for SMEs has a practical significance to optimizeand further systematic research.This thesis analyzes the development trend of the telecom industry and theinternal and external environment for the development of Hunan Telecom mobileservice firstly, and using the strategic management, marketing channel, and the basictheory of marketing to discuss the current marketing situation of Hunan Telecom’smobile service in SME market, pointing out the existing marketing channel’s defects inthe grid system, marketing efforts, product innovation, channel coordination andchannel of service support. Then the thesis correspondingly proposes the optimizationscheme of Hunan Telecom’s marketing strategy in SME market, its core contains twoparts. On the one hand, it establishes and perfects the marketing system that adapts tothe mobile service development, and further clears the channel’s strategic positioning,making the marketing channel full cover the main target market; on the other hand,through the effective product innovation, channel coordination and improve thecapacity of channel to achieve the breakthrough of SME market’s mobile service’scale.Finally, in accordance with the principle of “system planning, step-by-stepimplementation, highlighting, and cooperation”, the thesis formulates theimplementation step and guarantee mechanism of the optimization of Hunan Telecom’smarketing strategy of mobile service in SME market.In the paper writing, can deepen the understanding of marketing theory and apply,and to contribute to the unit in mobile services market development direction research.