Daqing Oilfield Communication Company Marketing Mix Strategy

With the rapid development of the national communication market,the telecommunication enterprise reform and restructuring of the state council,the daqing oil field communication company of monopoly was broken in the field of oilfield,the daqing oil field regional communication industry can compete by different communication enterprise benign mutual business services to provide users with communication.Oil field communication company is facing unprecedented challenges,with the oil field communication company competition,the enterprises are mainly concentrated in unicom,telecom,mobile three company.To solve the oil field communication company currently being broken market position,for the oil field communication company in the competition in the telecommunication industry market advantage,must according to the oil field communication company communications products and communications market subdivision,formulate corresponding segmentation communication products marketing mix strategy,in order to guarantee stability good development of the company in Daqing telecommunication industry.This paper studied the Daqing oil field communications market development present situation,development trend and competition situation,on this basis,by using the basic theory of marketing communication company of Daqing oil field is analyzed internal and external competition environment,in-depth analysis of the characteristics of the oil field communication company,internal and external situation and the future in the face of competition in telecommunication market should be taken to preempt the marketing mix strategy.This article is divided into five parts: the first part introduces the communication market research background,purpose and meaning.Studied the research literature at home and abroad in recent years,the advantages and disadvantages of contrast research situation at home and abroad,and put forward improving direction,determine the research method and content of this article;And characteristics of the second part expounds the communication market,China is now in the communications market segmentation and positioning,communications market characteristics and the theory of market segmentation,to determine the marketing mix of the paper should be developed in the study,and provide the basis for a portfolio strategy;Part 3 the communication market subdivision in Daqing oil field,analyzes the communication market situation and characteristics of Daqing oil field,and carries on the questionnaire survey to the user,key users surveyed the current communication on the company product satisfaction,and the broadband network speed,the opinions of the cost.According to the questionnaire survey,analyzed the user at present to the company's basic attitude,communication products put forward opinions on the company;Part 4 of daqing oil field is studied in communications market segmentation and positioning,from the two aspects of traditional and emerging business segment after the business content made a concrete analysis and positioning.Part 5 is studied for Daqing oil field communications market segmentation marketing mix strategy,mainly divided into the traditional business marketing mix strategy and marketing mix strategy in emerging business two aspects.And on the analysis of the marketing mix strategy of combining the theory of 4Ps,namely product,price,channel,promotion four aspects were studied.Determine the future of Daqing oil field communication company main development goals,and the company must be niche brand,adjust product strategy,price strategy,expand marketing channels and promotion work,and put forward the Daqing oil field communication company to continue to maintain or increase market advantage countermeasures that should be on the customer satisfaction strategy.