Telecom Company Commercial Customer Marketing Strategy Study

Zhangzhou Telecom Company is one of the three basic telecommunications operators in Zhangzhou,commercial customers is the main source of communication business income.High cost,large business volume and diversified business lines are as its main characteristics.Commercial customer has been the mainstay business of Zhangzhou Telecom Company,because of its huge potential for growth,commercial customer is also the three basic telecom operators’ fierce object of competition.In recent years,the commercial customer market is growing rapidly,but on the contrary,Zhangzhou Telecom Company is always having advantage of competitive position in local market,while its business customers market revenue growth rate and market share is declining year by year,if this situation did not be changed as soon as possible,the long-term development of the company will be in danger,Therefore,how to develop effective marketing strategies for the business customer market,and to reverse the current unfavorable development situation,is an urgent matter of Zhangzhou Telecom Company.By analyzing from the business customer market competition and customer demand,growth potential,operating conditions,and by combining with the development of Zhangzhou Telecom,making marketing theory of 4P management as the key point,integrating use of STP theory,PEST analysis,Potter five forces model,SWOT analysis theory and analysis tools,to find the company’s own advantages and disadvantages,and to clear their target market.By analyzing the enterprise customers,clustering customers and shops along the street,and full analyzing commercial customer demand and two major rivals’competition elements,to propose the Zhangzhou Telecom’s overall marketing strategy and commercial marketing focus.It is advised that Zhangzhou Telecom should adopt to a more aggressive offensive strategy in the customer market,and take initiative to strike for enterprise customer market as well as maintaining stock market customer well;making the first move in clustering market and increasing stickiness by use;A combination of offensive and defensive market strategy should be took and giving mature consideration to all aspects in shops along the street.In addition,in order to ensure the implementation of the marketing strategy,taking specific steps from the product,price,promotion and channel four sides,and elaborated the reference significance of zhangzhou marketing strategy research to other city branch.This paper includes seven chapters:The first chapter,introduction;The second chapter,the market marketing theory,briefly describes the marketing related theory and correlation analysis method and model;The third chapter,the analysis of client market by using five forces model;The fourth chapter,the comparison of Zhangzhou Telecom,CMCC and Unicom in marketing strategies,strength and weakness;The fifth chapter,the chapter will analyze the limitation of Zhangzhou Telecom in marketing;The sixth chapter,make the useful marketing strategies and new measures;The seventh chapter,the research conclusions and prospects.