The Research On The Marketing Strategy Of Karamay KL Telecom Company

Since China’s telecom industry restructured the issuance of 3 g licenses, the major domestic telecom operators have entered the era of All-Service Operation and competed fully in the markets of fixed-line, mobile and broadband business and so on.Every major operator has achieved a certain market share in fixed-line and broadband business. As for mobile business, with 4 g licences issued and a new era of mobile Internet coming, China’s telecom industry has entered an era of rapid development.China Telecom, China Mobile and China Unicom are vigorously investing money to strengthen the construction of 4 g networks and develop 4 g users. Because of the factors such as network construction, users’ cognition, the overall application of 4 g system still needs some time, which causes all major operators to operate 2 g, 3 g, and4 g at the same time. Karamay’s KL Telecom Company, one of the telecom operators in the market, has absolute advantage in the market of fixed-line and broadband, but still has a gap with Karamay Mobile and Karamay Unicom in mobile business. To succeed in the new circumstance, KL Telecom Company has to take advantages in marketing strategy.Based on marketing theory and combined with Telecom Company’s actual situation, this paper uses PEST Analysis to analyze its macro marketing environment,including the policy environment, economic environment, social environment and technology environment. This paper outlines the environment of KL Telecom Company,and analyzes its strengths, weaknesses, opportunities and threats by using SWOT Analysis. The weaknesses of marketing strategy are found after the analysis of KL Telecom Company’s current marketing is done. This paper puts forward the optimization strategies of product, price, channel and promotion, and the corresponding guarantee measures according to 4P marketing strategy.