Research On Business Marketing Strategy Of Small And Medium-sized Enterprise Customers Of S Branch Of China Telecom

In recent years,with the development of Internet applications and the impact of BAT and other Internet companies on the communication industry,the business of operators in the market has gradually shrunk and their business is limited.In order to get rid of this situation and expand the scope of service,China Telecom is actively carrying out strategic transformation from basic communication service provider to comprehensive information service provider to face the huge blue ocean market of small and medium-sized enterprises and digital transformation development demand opportunities.In this paper,the environment of China Telecom S Branch is analyzed first,and the macro-environment is analyzed in detail through PEST analysis.Politically,operators are required to act as the main force to promote digital transformation and play the role of central enterprises to help small and medium-sized enterprises in digital transformation.Economically,the market space is vast and the development potential is huge.New sociocultural consumer groups are more willing to pay for digital;Technologically,5G,big data and other businesses are booming,and various macro environments provide favorable development opportunities for China Telecom S Branch in the SME market.Micro-environment analysis uses indicators such as suppliers,internal enterprises,marketing intermediaries,customers,the public and competitors to comprehensively understand the subtle constraints of the company in the social environment.Through SWOT analysis tool,the opportunities and challenges,strengths and weaknesses of China Telecom S Branch in the market of small and medium-sized enterprises are analyzed,and it is concluded that the company should give full play to and maintain the current advantages,grasp the opportunities,through a variety of ways to complement the weaknesses,to achieve high-quality scale development.On the basis of consulting a large number of literature,visiting and researching the competent departments of smes and many senior leaders of smes,this paper summarizes the current marketing status of China Telecom S Branch in the market of smes,sorts out the existing problems and finds that the company’s current target market and positioning are not accurate enough,the types and development ability of product solutions are insufficient,and the price strategy is not flexible enough.The channel coverage is relatively insufficient,the promotion means are single,and the personnel structure and professional level need to be improved.Through STP market segmentation,the small and medium-sized enterprise market is subdivided again,differentiated market positioning,clear marketing strategies of different market segments,so as to provide customers with more in line with the needs of the service.According to 7Ps,China Telecom S Branch should enrich industry applications according to different market segments in the future,build product features satisfied by customers,optimize the delivery system,create rich product lines,differentiate price levels to meet the psychological needs of various enterprises,build multi-channel capabilities to achieve full coverage of customers,and continuously improve the service capabilities of account managers.Strengthen process control,provide satisfactory services throughout the whole process,create a more comprehensive demonstration of enterprise strength,provide safeguard measures including organizational structure,human resources,technology and so on,to provide strong support for the marketing strategy.