V Company Domestic Communication Equipment Maintenance Market Expansion Strategy Research

With the development of 3 G/4G network,the expansion of scale of China's communication network and an increasing degree of specialization of telecommunication industry,special markets like network optimization,network maintenance,equipment maintenance and outbound services are forming.In 2012,the cost spent on equipment maintenance by three major mobile network operators in China reached 140 billion yuan,which indicated an initial formation of telecommunication equipment maintenance market.Confronted with a gradually opening and increasingly competitive market circumstances,the single mode of cooperating with equipment manufacturers,which is adopted by V Company,a professional equipment maintenance company,has become a development bottleneck.Therefore,a new market development strategy of providing services directly to mobile network operators is in urgent need for V Company to win more market share and greater profit margin.Firstly,through the four aspects of policy environment,economic environment,social environment and technology environment(PEST)in-depth analysis of market characteristics,the communication equipment maintenance industry development trend and competition environment,and makes a detailed analysis of V company's communications equipment maintenance market business status,find the current V company marketing communications equipment maintenance there may be a problem,and using SWOT analysis method,summed up the advantages and disadvantages,opportunities and threats of the company,and then construct the SWOT matrix V,the market competition environment.After that,this article will use the target marketing and market segmentation and other related theories to improve the marketing strategy of V communications equipment maintenance market,with which V Company chooses three out of four market segments as its target markets and adopts different market developing strategies according to different market segments.In the end,it' s pointed out that safeguard measures of increasing corporate recognition,adjusting enterprise structure and intensifying R&D should be implemented.V Company is implementing the new market development strategy and has obtained initial success.Using the method of market development and market segmentation,this thesis provides a more practical idea of market development for telecommunication industry,especially for third-party professional corporations and therefore is of certain practical significance and reference value.