Research On Marketing Strategy Improvement Of China Telecom Hengyang Branch

With the mature telecommunications market,product homogenization is becoming increasingly serious.China Telecom Hengyang Branch(hereinafter referred to as Hengyang Telecom)is facing fierce competition in the market.In facing of the common communication market,China Mobile Hengyang Branch(hereinafter referred to as Hengyang Mobile)has dominance in the mobile business,and China Unicom Hengyang Branch(hereinafter referred to as Hengyang Unicom)strengthen its market expansion in various fields which brings a certain amount of pressure to Hengyang Telecom.In addition,Hengyang Telecom's own development is facing such problems as revenue growth,channel construction,business and peacekeeping services,and other aspects of internal support issues.How to improve and innovate the marketing strategies and formulate the scientific and effective marketing strategies is the key to solve the internal and external problems of Hengyang Telecom in facing such fierce external market competition and various internal problems.The first part of the thesis,combining with the marketing theory,begins with the actual situation of Hengyang Telecom,studies the relevant theories and literatures,and expounds the main research methods and ideas of this paper.The second part introduces the Hengyang telecom profile firstly,by analyzing STP,PEST.Weaknesses,opportunities and challenges faced by Hengyang Telecom,combined with 4P,4C and other marketing mix strategy and BLM business leadership model to Hengyang telecom marketing strategy analysis and research;the third part is the effective marketing strategies of Hengyang telecom market based on the analysis of the Hengyang Telecom Marketing Price,channel and promotion.The fourth part focuses on the implementation and guarantee of Hengyang telecom marketing strategies optimization and improvement plan from a number of dimensions,and the summary of the thesis.Based on the actual market situation of Hengyang Telecom,this paper makes a scientific analysis of Hengyang telecom marketing strategy and provides a scientific basis for strategic planning and sustainable development of Hengyang Telecom.