Research On The Marketing Strategy Of Value-added Telecom Service Of D Company

Under the condition of global economic recovery uncertainty and the obvious downward trend in China's economic growth,China's telecom value-added service still shows a good momentum of growth..In 2015,promoted by a series of major national policies such as Broadband China,Improve Internet Speed and Reduce Costs and Internet Plus,the information infrastructure of China reached a new stage and the industry supply level improved constantly.In 2016,the nathional telecome business revenue reached 1.1893 trillion yuan,with a 5.6%year-on-year growth.Compared with 2015,a steady growth was maintained in 2016.Telecom value-added service revenue growth has become a major driving force of telecommunications industry development.Telecom value-added services industry competition is fierce,D company as a typical SP,need to consider how to achieve competitive advantages during upgrade in SP industry,to be marketing strategy-oriented and according to marketing measures and channels to Take action.In the paper,Based on the deep analysis of enterprise marketing strategy,to seek the marketing strategy that can seize the market advantage This paper is divided into seven parts.Chapter ? is introduction introduce research background and significance,ideas and structure,to prepare for later analysis.Chapter ? is theoretical foundation research,introduce telecom value-added service development history,classification and literature review.Chapter ? is company business current development status,introduce the business cooperation among D company,China Mobile,China Unicom and China Telecom,to seek weakness in business development.Chapter ? is an intensive research for the current marketing strategy from the perspective of product,price,channel and promotion to find out the core competitiveness,specific advantages and disadvantages of D company.Chapter ? is based on Chapter ? and Chapter ? through PEST analysis and the Porter "five force model" method to analyse marco environment of telecome value-added service industry,get opportunities and threats.Chapter?,find out the alternative marketing strategy of D company to the problems,combine company's marketing intention and purpose to propose optimization advices.and present the internal management guarantee to the implementation of marketing strategy.Chapter ?,in the end,a simple summary and prospect is made for the research content in this paper.