Research On Marketing Strategy Management Of KT Communications Company

With the establishment of the AIIB and the implementation of the “One Belt,One Road” initiative,the communications market is expanding.With the continuous increase of communication enterprises,the complete competition of the communication market has begun to appear.KT was founded in 2001.The company's main customers are domestic telecom operators.Since its establishment,KT has gradually grown and developed in every industry change and fierce competition.However,due to changes in the economic environment,changes in customer procurement patterns,and increased competition in the industry,KT Company is also facing a development dilemma.In the past three years,KT's sales performance and number of receipts have declined year by year.KT Company proposes that the competition strategy needs transformation,and the marketing model also transforms from extensive management to refined management.Existing marketing The strategy can no longer support the company to gain an advantage in the future competition,so KT's marketing strategy needs to be repositioned and upgraded.This article will systematically study KT's exploration of new marketing strategies in the context of the new environment.Based on KT company as the research object,and external marketing environment for KT company and KT company,we deeply analyzed the internal marketing environment,in terms of external marketing environment,this paper,by using PEST analysis method for KT company facing the macro environment is analyzed,and the communications industry status quo and development trend were analyzed,and finally,using the potter five model analysis method analyze the competition environment of KT company;Internal marketing environment,this paper a brief introduction to the KT company,secondly analyze the KT company's resources and capabilities,including the financial resources,organizational resources,marketing,research and development ability,etc.,and analyze the problems facing KT company marketing strategy,KT company facing the market positioning is not accurate,as a lack of flexibility,the customer is relatively concentrated,pricing strategy,sales channel is too onefold,promotion problems such as lack of innovation consciousness.In the fourth chapter of this article,first of all to the STP analysis of KT company,the market segment of KT company,target market and market positioning,positioning the KT company for communication network equipment and application solutions of high quality suppliers,KT company is currently the most suitable for high-end brand positioning is times,between domestic and imported brand positioning,high reliability and high quality characteristics of both the imported brand,and the price of homebred brand competitiveness,belongs to the ratio of the best brands to choose from.Combined with SWOT analysis,Propose KT's marketing strategy as a differentiated marketing strategy.Finally,this paper analyzes the marketing strategy of KT company based on the 4P marketing strategy.In terms of product strategy,it mainly proposes three strategies: optimizing product structure,enriching product line,and optimizing the communication process of new product development and customer demand.In terms of price strategy,the author puts forward three strategies: flexible pricing,getting rid of low-price competition vortex,and reducing product cost.In terms of promotion strategies,three strategies are put forward: exhibition promotion,making full use of public relations strategy,and good use of new media publicity.In terms of channel strategy,three strategies are put forward: relationship marketing channel,efficient marketing management process and key customer channel management.