Study On The Optimization Of The Marketing Strategy Of Beijing Telecom Tian Yi Business Assistant

With the aggravation of the market competition of Chinese communication industry,and mobile alternative fixed line business is an irreversible trend,China Telecom as the domestic largest solid network operator,nearly every year the development pace slowed,companies began to gradually transition.In the face of the fixed wireless business in recent years has continued to decline in the grim situation,Beijing Telecom urgent need from traditional basic network operator to the modern integrated information service provider transition to seek new profit growth point.In the face of the market competition pattern of the three operators,Beijing Telecom urgently needs to draw on the experience of other operators of mobile business marketing,to develop a reasonable and feasible marketing strategy for Beijing market.In this paper,Beijing Telecom Tianyi to it as the research object,by linking theory with practice,Firstly,the paper introduces the Beijing Telecom Tianyi operators(FWP)concept and characteristics,introduces the general situation of Beijing Telecom,Beijing Tianyi operators marketing situation described,after analyzing the Beijing area free of scale of fixed line Market Line,through the SWOT analysis analysis of competitors' advantages and disadvantages in the competition.And from the product strategy,price strategy,distribution channels,promotional strategies to sort out the four aspects of Telecom Tianyi business,then the existing problems.Such as:a single product category,the level of less,price positioning imbalance,the channel is not effective development,promotion of the lack of planning.Through the analysis of the factors that affect the marketing strategy,the customer segmentation and positioning,and ultimately make the day of the wing manufacturers in the product,price,channel,promotion of the market optimization strategy.As one of a set of structured products;according to the customer segmentation increase package level;from the agent cooperation,the grid marketing,electronic channels tripartite linkage,online and offline development of distribution channels,from advertising,personal selling,public relations push promotional activities.Finally,the operational measures of the marketing strategy,and to provide service to the customer focus on differentiation,personalized,focus on value promotion.The application value of this paper lies in,first of all,for the three operators,the development of mobile unicom and telecommunications is similar to the internal and external environment,the development process is similar,so this article is for Beijing Telecom business assistant business marketing strategy research,Other regions Mobile,China Unicom,telecommunications marketing strategies and measures to develop,implement a better reference for reference.Second,the article proposed marketing strategy,has begun a comprehensive implementation,according to Beijing Telecom's existing operating system analysis of data,data analysis and comparison tools estimated that by 2016,Beijing Telecom Tianyi business users will exceed the basic target value.In this paper,the conclusions of the fierce competition in the market of telecommunications companies develop marketing strategies play a reference and reference.