Marketing Strategy Research Of New Business For Y Tower Company

From the beginning of the Twenty-first century,the communication industry in China develops rapidly.Now China has became the largest mobile market among the world,there are over 1.3 billion domestic users of mobile services.As the 4G Technology develops,the requirements of mobile services increases as well.Domestic mobile operators covered the 4G signal as quickly as possible.While due to the features of 4G technology,the base stations were built excessively and overcrowded,leading to repeatedly and abundant investments and constructions,causing a huge waste of social resources.In order to solve the problems above,the China Tower was founded under the permission of State-owned Assets Supervision and Administration Commission of the State Council(SASAC)and Ministry of Industry and Information Technology of the People's Republic of China(MIIT),and was funded by the three domestic telecom operator companies.China Tower solved the problem of repeatedly constructing the base stations and wasting the social resources,while as the company develops,the limits reveals.The prime operating revenue decreases due to the “Service Fee Deduction and Service Quality Promotion” policy.To avoid over reliance on the mobile operators,China Tower needs to reform and transformation,expanding new business.The new business is the cooperation with other customers other than the three telecom companies,such as video surveillance,government-enterprise wireless private network,advertising,etc.Through the study of new business marketing strategies,the development of new businesses can be accelerated,the company's upgrade can be accelerated,so that the core competence of the company can be improved.In this dissertation,many research references and reviews are studied thoroughly.Taking Y Tower as the case,by using the PEST analytical method,SWOT analytical measure,STP theory,analyzed the five major issues of Y Tower in the current market environment.Through the PEST analysis,analyzed the political and legal environment,economic environment,social and cultural environment and technical environment of Y Tower based on the video surveillance product that Y Tower is focused on found the hidden opportunities and risks.Making a market segmentation of Y Tower's video surveillance products,using the SWOT model for objective analysis,confirmed that security monitoring and traffic monitoring are the main target market for Y Tower's new business.From the aspects of business and portfolio,tariffs and processes,channels and facilities,communication and talent management strategies,the specific marketing strategies of Y Tower in new business marketing were draught up.And these are three suggestions of guarantee measures: organization,personal,and information.Thus a specific marketing-strategy system is established for Y Tower,which may provide new thoughts and valuable references for the future development of the company.