Research On Marketing Strategy Optimization Of China Telecom Nanchang Branch

As the major operating companies in the telecommunication market in China have already formed a relative balance of power,they are comparable to each other in basic business area,and even the content and price of the business are similar.Therefore,the Nanchang branch of China Telecom can only be more active to participate in the market competition,according to changes in the market to adjust marketing strategies in order to obtain high market share.The 21 st century is information age with economic and technological development.The telecommunications industry has experienced state monopoly operations and limited management stages.Through the renewal of the industry system in 2008,it gradually entered the stage of market-based free competition,and the station of "three pillars" has become more stable.The development of the telecommunications industry is significantly affected by changes in market demand.These impacts are mainly due to the rapid development of the national economy,the increase in per capita consumption levels and the increase in market saturation.For example,almost everybody now has a mobile phone,and the per capita consumption level is still at a high level.People's major consumer trends are also concentrated in the middle-to-high-end range of price of mobile phone.The most basic functions like sending text messages and making phone calls are common in telecommunication mobile products.Nowadays mobile products with low prices,high quality and basic functions,is difficult to draw enough attention of consumers.Therefore,in this new era,the development of China Telecom should have a "bright spot" that can grasp the real psychological needs of consumers.At the same time,with China's accession to the WTO,the country's telecommunications industry is facing competition from similar domestic and foreign manufacturers.In order to comply with the market economy and the sustainable development of the telecommunications industry,the government has successively introduced policies and regulations to control the market competition order,and to break the monopoly situation.Due tohistorical reasons,China Telecom has long been in a monopoly mode of development.China Telecom's research on the market started relatively late and did not form a marketing management system with comparative advantage.Enterprises still remain in the traditional self-management mode,the company has not enough interaction with the market and pay rare attention to the competitors' marketing strategies.With the advent of the era of market competition liberalization,telecommunications companies will face the renewal and adjustment of the marketing system and management concept.This paper uses SWOT analysis,satisfaction questionnaire survey,and data analysis methods to investigate the motivations that affect market consumption,and proposes some feasible optimization strategies for the marketing strategies of China Telecom Nanchang branch,which will help companies improve their business models and make their marketing strategy more competitive to win more market share and create wealth of corporate.In summary,since the issuance of 4G licenses in 2013,the Nanchang branch of China Telecom has faced opportunities and challenges for full-service operations.Optimizing marketing strategies has become an inevitable choice for improving marketing management.First of all,this article draws on the classic theories of marketing and introduces the background of the company.Second,the SWOT analysis method is used to analyze the existing marketing strategies of the China Telecom Nanchang branch in four aspects.Third,through the research on consumer satisfaction survey of the consumers of China Telecom Nanchang branch,we have effectively grasped the most realistic market consumption trends.Finally,based on the above analysis,this paper put forward a scientific and effective marketing optimization program,a certain reference for enterprises to develop marketing strategies.