Telecom Marketing Strategy of China
It’s just a dozen years in the telecommunications industry in the largest in the world advanced level. According to China’s telecom industry, the status quo, to form enterprise groups, adhere to technological innovation, customer-focused marketing strategy, etc.. For the promotion of China’s telecom industry rapid development, the need to adapt to the fierce market competition, is of great significance.
Keywords: telecommunications companies, market conditions, Marketing Strategy IntroductionEconomic globalization is the international Development of post-war Economic results. As the scientific and technological advances, the rapid Development of social productive forces, making Economic factors in international relations as a whole occupy an increasingly important position, goods, services, capital and Technology flows across borders increasingly large range of resources in a wider within the efficient allocation, International Economic cooperation has become a strategic goal. International Economic organizations vigorously promote trade, investment, and the capital.Technology and talent on a global scale is freer, more large-scale flow. This situation makes it obvious among the industry, market and customers in increasingly globalized competition, in which communication industry is much more obvious.
1 opportunities and challenges to the telecom industry Economic globalization, making each country’s economic interpenetration, interdependence of national economies with the world economy already has the indivisibility of the world economy is moving from era of industrial economy towards globalization, knowledge-based economy.Economic globalization to China’s telecom Industry raised competitive pressures and challenges. Economic globalization requires the well-known international conventions and rules, but also to its development has provided rare opportunities and broad market space. 1. Economic globalization promote the globalization of communications China’s accession to WTO, negotiations on telecommunications infrastructure in accordance with WTO agreements, commitments for foreign liberalization of the telecommunications market, the tide of the world’s telecommunications market liberalization in the 21st century can not be stopped.In the telecommunications industry, the telecommunications industry, the fastest-growing prospects for the best telecommunications companies in developed countries by virtue of its strong capital and Technology strength, intensified to penetrate developing countries to seize the market.
Those in order to further promote the global telecommunications market liberalization in other countries have actively implemented consistent with national policy standards for the telecommunications policy in order to accelerate the pace of integration of the global telecommunications market.In short, economic globalization has brought globalization of communications, the current wave of global telecommunications restructuring and mergers and surging, it is an indisputable fact. 2. Economic globalization has brought the globalization of telecommunications enterprises Economic globalization has brought industry, globalization, according to statistics; at present multinational corporations around the world nearly 40000 of its subsidiaries located in all over the world there are 250,000.They control the world’s production of over 1 / 3 of the World Trade 2 / 3 of the world’s foreign direct Investment 4 / 5, the transfer of technological achievements in the world 9 / 10 or more.
Multinational corporations make products international, producing progress international, capital international and financing international to a new stage of history. 3. Economic globalization brought the globalization of both markets and customers Brought about by economic globalization, the internationalization of production and goods, and further promote the globalization of the globalization of markets and customers.As a result of major countries in the implementation of market economy, openness continued to increase imports of foreign governments and foreign companies to invest directly relax the restrictions. According to statistics, the world’s total trade volume reached 11 trillion U.
S. dollars, accounting for the world’s gross national product of about 35%. With the globalization of markets, growing consumer demand around the world converging communications industry and consumer markets become more pronounced.With the internationalization of the domestic telecommunications market, China’s telecommunications business must join the international communications in the overall big circle, and withstood the challenges of multinational communications giants. Therefore, China’s telecommunications industry, especially the telecommunications industry to think globally, strengthen Innovation and Marketing strategy, in order to compete in the future to achieve the global market place.
2 Chinese telecom market situation and problem As of September 2001, the completion of the National telecom business revenue 291. 99 billion yuan, increased 13. % over the previous year.Among them, the completion of telecom business revenue 257. 55 billion yuan, an increase of 12. 5%, an increase of further decline.
The major telecom companies, China Telecom completed 134. 25 billion yuan, an increase of 5. 7%; China Mobile completed 97. 81 billion yuan, an increase of 19. 6%; China Unicom, completed 24.
48 billion yuan, an increase of 53%. China added 73. 72 million telephone subscribers, the total number of break 300 million users to reach 303 million. Among them, the fixed telephone subscribers added 28. 076 million, reaching 172 million; mobile phone users added 45. 44 million, reaching 131 million.
Internet users added 5. 506 million to reach 14. 024 million. Paging business continued to decline, reduction of 6. 574 million users, total number of users decreased to 42. 067 million.
National circuits 778,000 new toll road business, reaching 3. 435 million road; new long-haul fiber-optic cables 34 thousand kilometers, reached 3. 19 million km, the total length of the national fiber-optic cables to reach 1. 305 million kilometers; new Board with the telephone exchange capacity of 15. 627 million , with a total capacity will reach 195 million; new mobile telephone exchange capacity of 61.
67 million, with a total capacity of 100 million . 192; new IP network dial-up server, port 81 million, which is a total capacity of 1. 507 million; new broadband services network port 42000, with a total capacity of 79000.However, so far away with the grand unified telecommunications industry in the situation of competitors to introduce new aspects of the work has not yet fully in place, China Telecom and the Government’s “blood” relationship is not completely cut off, the existing governance structure of several state-owned telecommunications company is not perfect, enterprise has not really establish a modern enterprise system. the telecom industry characteristics and Marketing focus Telecommunications companies subordinate to the service sector, so we must proceed from the characteristics of the service sector of industry characteristics in line with the Marketing program. Telecommunication industry companies have the following characteristics: 1.
Intangible nature. Service is invisible. Services being purchased previously seen or touched, hear and smell not to. The buyers can not touch this nature in order to reduce the uncertainty caused; they will seek to sign or evidence of the quality of service.They will see the place, personnel, equipment, communication materials, symbols and prices, etc.
, to determine the quality of service. Therefore, the service provider’s mission is “management of evidence,” “the intangible tangible. ” And services are subject to the challenge of Marketing is to ask them to increase physical evidence. If we want to make our service fast and efficient corporate look, we should try the following tools to make this tangible positioning strategy. 2.
Inseparability.Both production and consumption of services is generally the same time. Because the customer was present when the service provided and customer interaction is a feature of services marketing, both provider and customer service results are affected. 3. Variability.
Service is great variable, because the service provided depends on who and when and where available. For control of the quality of services can take two steps: first, Investment in staff and excellent selection training.The training of service providers, it appears the customer can make the appropriate response to various situations, thus reducing the variability of services, the second step, through customer suggestions and complaints systems, customer surveys and contrast purchase customer satisfaction tracking to understand the situation. In this way, the poor quality of service and can be detected out to be correct. 4. Perishable nature.
Service does not have to storability. It can not wait until after the pre-production of service consumption.Its production process itself is the process of consumption, and thus easily lost. Because service companies have the above characteristics, in the service of enterprises, Customer service quality is not the face of stability and a more varied service providers, and service providers not only by the impact, but also by “private” production process. and therefore the Marketing services business requires not only the traditional markets marketing, but also inserted two other marketing, the internal marketing and interactive marketing. nternal marketing and interactive marketing constitute the modern marketing – full marketing.
that is the focus of marketing is full of marketing. 4 the future of telecom marketing Strategy How to enhance our core competitiveness of telecommunication enterprises and the overall strength of the telecommunications industry, how to adjust the marketing Strategy of China’s telecommunications industry for China’s telecommunications industry in the fierce international and domestic competition in a place, and this is a strategic telecommunications industry solved problem.To this end, we should take the marketing strategy should be the following: 1. Concept innovation, establish resources, new marketing ideas Chinese telecom companies can use their powerful physical resources (including technological resources, network resources) and intangible resources (including goodwill and reputation) resources to vigorously carry out marketing.On the one hand, in the consolidation and development of traditional business, based on the full development of value-added business; the other hand, the use of China’s telecommunications industry, network resources, and mobile communications equipment manufacturers, network service providers, software vendors and Information service providers with open hands Internet business, and provide users with easy, fast and satisfactory service to the national economy of Information technology, networking, and lay the foundation for globalization.
Product innovation, globalization of communications products joins the market competition Adhere to technical innovation. Market competition comes down to the core telecommunications Technology and the implication of proprietary Technology competition. Telecommunication industry, technological innovation, mainly carried out at three levels: first, telephone, cable TV, Internet communications and satellite communications combination, the second is the communication with the computer, media and cultural industries combined, and the third is the communication and the combination of commercial and financial industries.Only gradually occupied with different levels of the commanding heights of technology, Chinese enterprises can not only meet the needs of the market, but also may participate in international market competition. The rapid development of the telecommunications industry also is facing some new contradictions and dilemmas. As the National Telecommunications tariff adjustments, to make an initial installation fee, access fee revenue reduction compared with the same period last year 17.
7 billion, a decrease of 1. 2 billion surcharges.Together with other tariff reduction and policy burdens and other reasons, reduce the factors that significantly increased corporate capital operating pressure, especially in remote areas and the building of rural communication difficulties will become more prominent. The face of the trend of globalization of communications, China’s telecom industry should accelerate the establishment of global marketing operation mechanism. 2. Innovation of technical For businesses, the product is the enterprise to carry out marketing activities, the most important controllable factors.
Enterprises should make full use of product, it is controllable factors to stimulate, motivate and meet consumer demand. Of telecommunications enterprises, is to continually develop special communications products and to provide features. On the one hand, should continue to strengthen its traditional products and services stretched to the longitudinal direction, expand market scope and level such as the response to the trend of green consumption and the full development of green products.And to customer-centric focus on development, low-income groups of customers the market, to meet the different layers of the telecom consumer demand for product diversification. At the same time should also concentrate on rapid text messages, data, fax services and other new business development and caller ID, call forwarding, call waiting and other value-added services to meet end-user multi-level needs and guide users through rational consumption.
On the other hand, in order to adapt to globalization of communications, Information technology and networking trend of the times, China Telecom should be based on technologies and products and Innovation and development, such as the increasing development of information resources and network infrastructure for the market to provide information technical equipment, information services, commerce trading platform, a global multimedia mobile satellite communications technology, transfer mode digital communications networks. 3. Innovation of serviceThe biggest characteristic of communication enterprises of production and service at the same time completed, no user would be any consumption, thus the marketing communications industry should focus on the user started to break down monopolies, conceited ideas, all-round for the user and for the sake of customer service, the real implementation of the Customer Satisfaction strategy. Implementation of the customer satisfaction strategy is increasingly fierce market competition, the objective needs of the telecommunications business eternal subject.The telecommunications industry in the pursuit of scale at the same time, in order to fight the initiative in the competition, we must improve the service system, improve service levels. Such as the development increases the range of services, highlight the differentiation of products and services, and comprehensive cooperation based on the establishment of relations with the user’s communications services.
At the same time, but also pay close attention to the current service hot and difficult to develop a scientific and reasonable quality of service evaluation system, improve internal service rules and regulations, in order to service innovation ultimately win the market. Broaden the scope of business, the implementation of differentiated services when prices can not stimulate consumption, we should broaden the scope of business, the implementation of differential management.Narrow the scope of business, the increase in competition, making price competition intensified. Solving approach is the development of price competition in the supply differences and the establishment of differential image, improve customer satisfaction as a customer satisfaction level of interest in the price is lower than the level of interest in the service provider, while a satisfied customer is more receptive to new activity, but also the cost of our telecom business, the development of a new customer than to attract the high cost of an old customer.So we should be by virtue of their telecom resources to implement differentiated service management.
The management of differentiated services has two meanings, one to distinguish between the enterprise and foreign enterprises of different, so that customers can clear the service we provide is not provided by others. This can be carried out with the corporate culture. The focus should be focused on the expansion of business scope, so that our services will never walk in front of others.Customer center provides more telecom products. As China’s telecommunications industry, the history of the grand unified situation has not been fully eradicated, several large state-owned enterprises mainly in the competition between the price level to start, so the market of telecom industry telecommunications products is still very single, can not meet the needs of customers.
In developed countries, many varieties of telecom products are large volume of business.In other countries, the development of telecom products throughout the insurance, savings, travel, stocks, entertainment and other people’s lives aspects. Reposted elsewhere in the paper for free download With the development of global economic integration, China’s enterprises must establish a sense of global competition and global market awareness, developing global marketing strategies in the domestic and international market to seek survival and development space.To this end, China can build a telecommunications cross-industry enterprise groups such as the telecommunications Research institutes, manufacturing and telecommunications services to the fine combination of assets, the formation of a dynamic large enterprises and telecommunications products in the international market supply and telecom business. In the current and future competition in the international market, we only can go out and get in, and through the competition with other companies and cooperation of each other, to gradually grow. 4.
Price of innovationData shows that China’s current telecommunications enterprises for local telephone rental and local phone calls in the world are relatively low. With the highest degree of market-oriented domestic long-distance tariff comparison, China’s domestic long-distance tariff has been quite low, has been basically no price cut. Telecom tariffs in developed countries through the study of the situation, we found that telecommunications companies announced the “standard price” applies to user group is not a telecommunications company in the vast majority of users, but those who use low frequency and rarely use the user .We should give full play to the price elasticity of traffic the positive role of marketing for the regular use of telecommunications services users, should be compared according to frequency of use and quantity of use is different from the standard tariff and tariff programs to encourage users to multi-fight, multi-purpose. Specifically, should make the following adjustments: ? to adjust the overall structure, reduced tariffs, improve local phone calls; for rural users to implement price means lower monthly fees, and combination strategies.
to adjust airtime structure, and learn from some of the telecommunications market liberalized and competitive Experience of countries to increase the tariff categories, and make it structured. Frequently used numbers such as a discount price; discounts for large users of tariff discounts tied to the implementation of tariff and tariff options at different times and so on. ? adjust the information resources services to speed up the construction of network bandwidth and reduce network information services and promote economic and information technology. . Establish a new brand of China Telecom In today’s highly competitive market, the brand with its unique charm can transcend national borders and cultural barriers, attracting the common consumption of global citizenship. Modern enterprise competition is no longer simply a competition of goods and services, corporate brand and corporate image of the competition is playing an increasingly important role.
With reputable brands, it means that with the market competitiveness, it means that in the market place.In addition to the telecommunications companies to provide users with high-quality service and high-tech equipment, but also can take advantage of publicity and public relations the role of innovation in marketing, publicity and establish a new brand of China Telecom companies. ? the telecommunications industry should make full use of various publicity media new business presentations, to provide consumers with technical advice and technical services, and conduct branding and image advertising in order to establish a good reputation among consumers. view of the current society, consumers and the news media of telecommunications is quite concerned about sensitive issues, telecommunications companies should face reality and take positive appropriate channels to communicate with users, to gain public understanding and support to enterprises in order to develop the telecommunications industry a favorable climate of opinion, so that enterprises in the social public, establish a good brand image. telecom enterprises should actively participate in social welfare activities, through active participation in environmental protection, the Hope Project, fund-raising assistance and other social welfare activities in the community establish a good image of the telecommunications companies.
? telecom enterprises should actively participate in international competition, through the products, services, capital, technology and human resources areas and international telecom enterprises to strengthen cooperation in the international community establish a good image of China’s telecommunications industry. Conclusions With the arrival of the new century, economic globalization intensified. To meet the economic challenges of globalization and accession to the WTO, China’s telecommunications industry must implement comprehensive and innovative marketing strategy. The only way to fierce competition in the future in an invincible position, develop and strengthen ourselves.Reference Gulati,R. and Garino,J.
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