Research On Marketing Strategy Of Key Account Of WF Telecom Co.,Ltd.

With the gradual reform and development of the communications industry,as well as 4G,optical transmission and other new technologies,the competition between communication operators are increasingly fierce.The consumer market is close to saturation,the main of competition is to accelerate the connection speed and lower the cost.Key accounts have become the major revenue source of operators.How to develop a marketing strategy which different from consumer market,could improve sales productivity and sales efficiency has become the main issue of operators.This paper first analyzes the present situation and existing problems of WF telecom,analyzes the internal and external environment of WF telecom by PEST analysis and Porter's five-force model,and summarizes WF Telecom's current strengths,weaknesses,opportunities and threats.From the current value and potential value of the two dimensions,key accounts of WF telecom will be broken down into four types,and develop the corresponding marketing strategy for each type.By the theory of the 4 Ps of Marketing,the WF telecom marketing strategy is proposed from four aspects:product,price,place and promotion.At the end of this paper,discussing the supporting system for the implement of the strategy.The main innovation of this paper is in the following aspects.1.Based on the customer value evaluation method,the key accounts evaluation model is established from the current value and the potential value.2.Based on the new development trend of mobile communication technology,including the application of new technologies such as electronic finance and mobile internet,this paper analyzes the influence of technological innovation on marketing strategy,and forms a new marketing strategy for key account.