Research On Marketing Strategy Of Rural Communication Of Yancheng Telecom

With the restructuring of telecom industry and the issuing of license,China's communication industry has entered the stage of comprehensive competition.As China Mobile and China Unicom have all carried out mobile business operations ahead of China telecom,China Telecom,which has entered the whole business field,is faced with difficulties such as limited space in the incremental market and difficulty in acquiring users.Therefore,it also attaches great importance to marketing in the market segment.At present,China Telecom actively responds to the national call and has achieved certain results in the implementation of "speed-up and price-reduction ".However,how to achieve market share acquisition and revenue growth in the overall environment must be achieved through market segmentation and corresponding marketing strategies in different markets.Yancheng belongs to typical large town county.The rural market has the characteristics of wide area and large population.Yancheng Telecom Company has always attached great importance to the marketing work of rural market and poured a lot of marketing resources into the rural market.However,the rural market has been eroded continuously,so it is urgent to make a system based on the summary of previous practices and careful analysis.Set out more suitable rural marketing strategies to improve the status of Yancheng Telecom Company in rural marketing.How to break through the rural market and copy the written theory is obviously impossible to adapt to the changing market demand.In this dissertation,Yancheng Telecom's rural marketing strategy is studied,and with the help of marketing theory,Yancheng Telecom's rural marketing strategy optimization scheme is put forward.Aiming at Yancheng rural market,this dissertation firstly analyses the current situation of Yancheng Telecom's operation in rural market,including the number of users in rural market,the number of rural channels and the promotion of rural business.It uses PEST analysis to analyze the macro environment of Yancheng Telecom's rural market,and uses Porter's Five Forces Model to analyze its location.At the same time,in order to understand the consumption habits,consumption characteristics and communication status of rural market users in detail,this dissertation designs a questionnaire for rural market users.Through the questionnaire,we can see that rural market users have the characteristics of decentralization,difference and functionality.Secondly,we use SWOT analysis method to Yancheng.Telecom promotes rural market development through comprehensive analysis,pointing out the current competitive advantages,disadvantages,opportunities and threats.At the same time,it carries out target positioning and market segmentation of rural market,uses 4P theory to formulate a series of marketing strategies,and finally provides safeguards to ensure the implementation of marketing strategies.This dissertation holds that Yancheng Telecom should continue to be market-oriented,customer-centered,and promote different personalized packages and product combinations according to the segmentation of rural market users,further promote the construction of rural channels,improve the channel evaluation system,improve the enthusiasm of rural channel agents,strengthen service quality and improve rural marketing personnel.At the same time,we should increase the proportion of investment in rural advertising resources,enrich the propaganda methods and channels,enhance the perception and recognition of rural users to the telecommunications brand,and then enhance the market share of telecommunications.