Research On Marketing Strategy Of China Telecom BZ Company In Rural

With the technical progress of the communication market,most of the city markets are gradually saturated,and the competition among the operators in the city is increasingly fierce.Operators are beginning to focus on rural areas and are developing strategies to compete.In order to open up the rural market as soon as possible,the operators have developed marketing strategies.China telecom BZ company is subordinate to China telecom co.,LTD.BZ company ignored the expansion of users in rural areas at the early stage,the marketing strategy developed for rural areas is not perfect,and the rural market development effect is not good,this paper proposes to optimize the marketing strategy of BZ company.This paper USES literature research method,field research method,and comprehensive use of a variety of marketing tools for research.Through research,it is concluded that there are still some deficiencies in the current rural marketing strategies of BZ Company,including the lack of products with rural characteristics,imperfect marketing channel construction and insufficient advertising.Based on the general situation of company BZ and its rural areas,this paper analyzes the external environment of company,using the STP strategy,subdivide the rural market of company BZ and select the target market for the company: corporate customers are divided into three categories: government and public institutions,small and medium-sized enterprises,and individual industrial and commercial enterprises.In terms of individual customers,middle income customers and low income customers are selected as two target groups.And put forward the improvement strategy by using the marketing mix theory: the product strategy includes the core business mix and launches the customized comprehensive service;Pricing strategy,including bundling pricing and discount pricing;Channel strategy,including strengthening the existing channel construction,innovative channel combination;Promotion strategy,including a variety of forms of promotion,handle public relations.Finally,put forward safeguards from four aspects of concept,culture,personnel and incentive,including improve the importance of rural marketing;Strengthen the construction of enterprise culture,Improve the comprehensive quality of marketing personnel,Improve the performance appraisal mechanism,and attaching importance to the role of spiritual incentive.The research can provide a systematic strategy for the rural marketing of China telecom company BZ,improve the company's revenue and business market share in the rural market,and ultimately improve the marketing competitiveness and sustainable development ability of company BZ in the rural market.