Research On Marketing Strategy For Small-and-medium Sized Business And Clustering Customers Of JiangSu Telecom

With the issuance of 3G mobile business licenses,we now have only 3 integrated service carriers and the assimilation trend of telecommunications products makes the already competitive market even more intense.The subdivision of the target market and precision marketing becomes an important way of increasing market share and expanding customer scale.For small-and-medium business and the clustering customers market(here we may all call business customer market),characterized by its large customer base and high consumption volume,it is becoming increasingly the focus of above-mentioned 3 carriers.How to seize the market opportunities with the current resources,design products to solve the bottleneck problem for target customers in a more efficient way,formulate a marketing scheme,organize sales activities and increase market revenue,expand the coverage of sales channels and improve the marketing and customer service capabilities and cultivate and enlarge the customer bases,all these are now the focal points in expanding small-and-medium clustering market for different carriers[1].With many years of experiences in marketing and planning in China telecom,JiangSu corporations,combing marketing theories with front-line experiences,starting from differentiating and dividing customers,analyzing small-and-medium business characteristics,matching marketing strategies,formulating optimization strategies for different channels,the author has proposed the concept of subcontract in smaller units,thus further increased the integrated service revenue.With methodology of document and information research,combing marketing theories of market subdivision,4P,4C,4R and etc,the author had a thorough analysis and research in expanding small-and-medium clustering markets for China telecom,JiangSu corporation.In chapter 1,the author first decided the research object,then elaborated on the background of the paper and the importance of the target market and proposed the research means and theories.In chapter 2,the author had a further analysis and comparing of marketing theories and provided some cases study for references.In chapter 3,approaching from the consumption and business characteristics in small-and-medium business markets for China telecom,JiangSu corporation,the author had a further division of the markets and had preparations for matching marketing strategies.In chapter 3,the author formulated marketing strategies for small-and-medium clustering markets and designed different thematic sales activities in chronological order.In chapter 5,approaching form channel coverage,channel building,channel sales volume improvement and channel coordination,the author elaborated on marketing strategies.In chapter 6,according to the characteristics of small-and-medium clustering markets,the author proposed the concept of subcontract in smaller units and had a thorough analysis of implementation steps.On the basis of marketing theories,combing with her own experiences,by optimizing the marketing strategies and improving channel capabilities,the author had a deep analysis of expanding small-and-medium clustering markets for China telecom,JiangSu corporation and greatly enhanced its competitive strength.