Research On Marketing Strategy Of Shanghai Telecom Tianyi Business Communication Products

The arrival of the 4G era has changed the development of mobile communications,making the operators of the competitive landscape has changed,its opportunities and challenges continue to increase.With the continuous development of China's mobile communication 4G technology,the operators have carried out related products and services research and development work,and carried out a lot of marketing work,in order to seize the market as soon as possible to enhance market share and profit.In this paper,the Shanghai Telecom Tianyi business hall as the research object,through the introduction of communication products,marketing analysis of the status of the existing Tianyi business hall of the marketing problems are summarized as: low customer conversion rate,the mobile terminal did not market segmentation,sales focused on Low-end models,customer satisfaction,low customer loyalty,business hall staff to be improved quality,service awareness is not strong.Through the analysis of Shanghai telecom business hall of macro and micro marketing environment of Shanghai telecom business hall SWOT communication products marketing environment,analysis of Shanghai Telecom Communication products target market from three angles of occupation,age and customer communication products,customer segmentation,and then by the way of questionnaire survey on the influence factors of Shanghai Telecom Tianyi business marketing is analyzed,the price for customers to choose which operators choose which business impact,in addition to the price factor,the convenience of customers to choose the influence degree of the telecommunication business hall is the largest business hall.The second is the reputation,here the reputation caused by a variety of factors,including operators reputation in the minds of customers,including the business hall of the hearts of customers reputation,so that to improve the business hall in the local visibility and reputation to improve the marketing business hall of great help.Once again the quality of after-sales service.Finally,the waiting time for service,business scale,service attitude,promotional activities,business environment,service personnel of the professional degree of importance are decreased,the degree of influence of the majority opinion of the professional service personnel of the lowest,the reason is that with the increase of people using telecommunications products life customers have a certain degree of understanding of telecommunication products,professional interpretation is increasingly dependent on low.Based on the Shanghai Telecom Tianyi business marketing environment,target market and empirical research,this paper based on the 4P theory,put forward product strategy should focus on customer needs,relying on the traditional fixed network advantages,the implementation of FMC operation;should be stiff mechanism to break the business hall without pricing in the price strategy,the flow of packages adopt a low price strategy to attract mobile 4G customers and have some price promotions;should improve service convenience in the service strategy;should expand marketing channels in the channel strategy,the Shanghai Telecom O2 O network platform,Internet marketing to improve the existing advertising system and do the different time promotional activities,marketing and other aspects of endings Shanghai Tianyi telecom business marketing strategy design..