Research On Rural Marketing Channel Strategy Of SY Telecom

With the continuous development of communication technology,saturation of the China's communication market is getting higher and higher.As the growth of new users of communication operators gradually slows down,the communication market has become more and more competitive,especially in urban.Due to the slow development of the rural communication market,the mobile Internet penetration is not very high,and the communication needs of the majority of rural users are still focused on voice calls.At present,with the gradual popularization of 4G and 5G smart terminals,the traffic demand in the rural market will inevitably grow rapidly.The rural market has gradually become the main competitive battlefield for the three major operators,and also the main source for growth of new users.Therefore,the construction and operation of marketing channels in rural is a main starting point for SY Telecom to seize the rural market share,and also an important strategic direction for the operation of communications companies.Taking SY Telecom's rural marketing channel strategy as the research object,based on the marketing channel strategy and relevant theoretical basis of marketing channel management,this paper investigates the current situation of SY Telecom and its competitors in rural marketing channels.At the same time,the paper uses the STP analysis method,one of the core tools of modern marketing strategy,to subdivide the rural communication market and determine the SY Telecom's next target market selection and product positioning strategy;in the paper,the SWOT analysis method is used to analyze the advantages,disadvantages,opportunities and challenges faced by the rural marketing channels of SY Telecom and to clarify the problems in the company's marketing channels and its management.Combining the design results of cross analysis under SWOT analysis,the paper proposes the major guiding strategy which is about rural marketing channels for SY Telecom.Furthermore,the operation strategy and the implementation plan are designed according to the strategy.The research results have played a guiding role in improving the management level of SY Telecom's rural channels and developing the marketing channels.