Research On The Marketing Strategy Of Corporate Customer Of Liaoning Telecom

With the reform of the telecommunications industry and issuance of 4G licenses by the government,Chinatelecom has entered to a new stage of development.Due to the fierce competition in the industry,it is the main tasks for the telecom corporations to win favor from more customers during the operation of enterprise.Meanwhile,with the national call to revitalize the industrial base in northeast China,and the rise of "internet+",the industrial enterprises in Liaoning province are imperative to industrialization and informationization.Liaoning Telecom was established in November 2002,while in the whole process of development,there is lack of recognition of the importance of corporate customers and flexible product portfolio.Thus both the total business income and market share are quite low.So are the brand awareness,and the customer service satisfaction.Under such circumstance,how to effectively formulate the marketing strategy,and how to achieve increasing expansion in the telecommunications market segment of corporate customer,are key issues to Liaoning Telecom.This paper introduces the research background,significance and method.It summarizes the relevant theories of marketing,mainly expounding the meaning and function of marketing,and it also introduces the marketing strategy towards target market,4P Theory,and the SWOT analysis method.Secondly,it introduces Liaoning Telecom's macro environment,market demand,competitors situation and so on,through which the internal and external environment of Liaoning Telecom are detailed analyzed.Thirdly,based on the analysis results,this paper establishes the marketing strategy of corporate customers of Liaoning Telecom,which contains product strategy,price strategy,channel strategy and promotion strategy.At last,it implements the marketing strategy of Liaoning Telecom's corporate customers by setting up the organization guarantee mechanism,forming the marketing information system,operating the performance evaluation mechanism and controlling the marketing process.