Study On The Marketing Strategy Of VOLTE Products

With the arrival of the era of telecommunications traffic,VoLTE carrying IP data transmission technology innovation,has gradually entered the public side.From the point of view of the operator,VoLTE's revolutionary technological innovation will greatly enhance the user's stickiness and expand traffic consumption.VoLTE technology introduces high-definition voice and video codec,communication quality significantly improved,greatly enhance the user experience,significantly better than the traditional CS voice.Telecom operators can rely on VoLTE to provide high-quality voice quality experience to combat the threat of OTT voice,and RCS seamless integration can bring a wealth of business,is conducive to open up new markets,and further expand the high-definition video calls and other voice value-added services.At present,China's three major operators to move,China Unicom,telecommunications,all VoLTE system as a critical strategic task,all VoLTE products have high hopes,and it is E company VoLTE products,the main target customer base.In the fierce competition,the telecom system providers to use what marketing means to seize the market share,how to establish a good brand image,has a very important strategic significance.Based on the theory of marketing,this paper takes case analysis and literature analysis method,taking E company as the research object,according to the status of E company VoLTE product marketing,combined with the communication market background environment and social practice,the E company marketing strategy systematically Research and analysis,summarize and refine the current marketing problems of E company VoLTE product marketing,mainly in the market positioning,product innovation,large customer service,etc.,according to E company VoLTE product market analysis,combined with the current mainstream 4G business practice,This paper presents the E company VoLTE products should be targeted as China's specific communications business,that is,China Mobile,China Telecom,China Unicom-based market development orientation.As the E company is currently the main development of the Chinese mobile market,so in the E company VoLTE product positioning,the first to China Mobile-based,while waiting for an opportunity to China Telecom,China Unicom development,and strive to China's communications market to occupy more market share The On this basis,E companies to promote product innovation strategy,that is,focus on VoLTE basic technology architecture,the implementation of VoLTE intelligent network business evolution program,the establishment of VoLTE business innovation system;promote market supply and demand based on the price strategy,that is,System,for the E company VoLTE products by the impact of large customer price fluctuations,in particular,E company is currently relatively small development of the volume,E companies through the relevant combination of strategies,and the corresponding differentiation strategy to form a large customer orders The promotion of large customers based on the channel construction,that is,the establishment of large customer relationship management team,improve the large customer relationship management system,large customer segment management,and truly big customer satisfaction.In addition,in order to ensure the effective implementation of E's VoLTE product marketing strategy,we must improve and improve the marketing system,strengthen the marketing process control,build and train the marketing team,promote customer relationship management,in order to enhance the E company VoLTE product core competitiveness,Promote the sustainable development of E Company VoLTE products business.