The Research Of Telecom Marketing Strategy Based On The Mobile Phone Traffic

At the end of 2009,the global mobile data traffic for the first time exceeded the voice call flow,marks the development of the telecommunications industry has gradually from the traditional voice business times to the as the core of flow management.But in recent years,the telecommunications industry traffic growth without cause profit increasing that exposes some problems existed in the process of flow management in Fuzhou Telecom operators to meet the diverse needs of customers at the same time,how to construct a good based on the "traffic management" intelligent pipeline,inhibiting scissors phenomenon aggravating,enhance the overall gains,become a important subject of telecom operators.This paper takes Fuzhou Telecom mobile phone traffic marketing as a case,in summing up domestic and foreign mobile phone traffic marketing methods and present status,the relevant theories and methods as the basis,including STP theory,marketing theory,SWOT analysis and so on,from six aspects of the flow income,traffic flow,traffic packages,traffic users,channel status to introduce the situation of mobile phone traffic marketing,analyzed the existing problems in the process of the marketing,mainly existing marketing model can't keep up with traffic,packages system design is not reasonable,distribution system is not perfect,the user information and usage data analysis insufficient,intelligent terminal penetration is not high,the activating work of flow silence user is not in place and so on.On the basis of above research,analyzing the macro environment of Fuzhou Telecom,and in-depth studying competition environment of Fuzhou Telecom mobile phone traffic marketing by the model of Porter's five forces,think of vendors from suppliers and customers is small,a lot of pressure and threats is faced in other areas.Then a comprehensive summary of Fuzhou Telecom mobile phone traffic marketing advantages and disadvantages,opportunities and threats using SWOT analysis method,Further grasp and understand Fuzhou telecom mobile traffic marketing situation from the overall.Finally,according to conclusions on the basis of the study above,puts forward corresponding strategies for Fuzhou Telecom mobile phone traffic marketing problems,one is to solve the "three no",expand the user scale;construction analysis platform of user behavior based on PSDN;Many measures simultaneously,actively promote the silence user activation;Improve the smart phone penetration;Innovative design and effective guide traffic growth;improve the service and support system.Through these measures,to promote the sustainable,rapid development of Fuzhou Telecom.