| Along with the reform of telecommunications system, the monopoly general layout of the field of our country of mobile communication had been broken gradually, telecommunications marketing becomes the important working content of each big telecommunications operator. The 3rd Generation technology of mobile communication popularization will make telecommunications market shuffle playing cards again, and the key of catching opportunities in the new round of competition lies in grasping development direction and the accurate user demand of the market. Therefore telecommunications operators must study the overall situation of future telecommunications market strategically according to its own enterprise feature and establish key working content. Now, it is the period of technical transform dispute on mobile communication. Though 3G-operation license plates grant is yet not clear, the 3G technology has been imperative in our country. This paper is in such a period of dispute, analyzing marketing strategy of 3G mobile communications technology's application in our country in advance. By making market overall tentative plans and entrance strategy, this paper can offer telecommunications operators directivity guidance in a new round of market competition to avoid out of order of same quality competition and resources waste and guarantee operators to devise strategies within a command tent when the 3G market opens, assure business chance, succeed in technical market transformation. Telecommunication marketing strategy means that telecommunications enterprises under the guidance of modern marketing concept, realize enterprise goals in certain period of the overall tentative plan of marketing development. The Marketing master Kotler have said: " the center of modern strategic marketing, may be defined as STP marketing ―Segmentation, Targeting and Positioning. This paper starts with emphatically from above 3 basic aspects to discuss the marketing strategy of telecommunications operators. 1. Telecommunications market Segmentation Market Segmentation denotes that market operators divide an overall market into sub-markets according to different customer's demand. Each consuming group is one segmentation, which is consisted of consumers with similar tendency of demand. Telecommunications market Segmentation includes following 6 major procedures: Determine telecommunications product marketing goals as the basis for strategy establishment; Choose market variable in accordance with segmentation standards and market goals; Filter each segmentation market based on enterprise resources and segmentation market feature; Know each segmentation market further, definite segmentation market depth; Determine final segmentation market, describe corresponding market feature; According to the segmentation of corresponding feature, definite corresponding marketing strategy. Effective market segmentation is first step, the demand differences appeared in each segmentation market. Demand difference in the same segmentation is the slightest and it has similar reaction for similar marketing strategy. But demand in different segmentation has biggest differences. And market segmentation has other classic requirements as Identifiable, Reachable, Quantity enough and Action possible. The five principles of Market segmentation is the five requirements, only if segmentation reach the 5 requirements, can the segmentation standards be ideal. 2. Telecommunications market Targeting Telecommunications goal market denotes telecommunications enterprises decide the corresponding sub-markets to offer service after comparing, selecting. Goal market may contain one and many or all sub-markets. Telecommunications goal market option is the continuity of telecommunications market segmentation, is also crucial place and the purpose of telecommunications market segmentation. Have only choosing correct goal market, then can you accomplish a definite object in view, unceasing development market. We should reach the following standards when selecting suitable telecommunications goal market: have proper market scale; have demand change for the ability of realistic purchase; market competitive condition is helpful for enterprise to enter a market and develop marketing campaign; enterprise is able to enter a market. 3. Telecommunications market Positioning Telecommunications market positioning means that, according to the existing products situation of competitors and the enterprises'own conditions, the operators should model and establish certain market images. Then the targeting customers will form a kind of special favorite. The positioning way of telecommunications market includes: position the first time and position with update; confrontation positioning and evasion positioning; psychological positioning. After they have determined goal market and positioned the enterprises and products, telecommunications enterprises need to still solve, how to enter goal market and gain goal user's identification. Market entering strategies are mainly asfollowing: seize the strategy of commanding elevation, act before your opponents strategy and avoid the enemy's main forces and strike the weak point strategy. For the further study of coordination theory, the paper offers operation example for telecommunications operators and research organizations through the real market research of 3 G technical applications of Chinese network communication company (abbreviated as CNC). The paper applies principles, methods and process carried out by theoretical research, to study potential 3G markets by scientific segmentation, targeting and positioning. Meanwhile combining competitive ability and resource of CNC, the paper analyzes and studies market entering strategy. Through determining the nature and of the potential 3G markets of mobile communication and the quantitative investigation, the paper divides 3G user markets into 6 big segmentation markets, in which include: ? S1 The Cenozoic Era of high potential ? S2 The accurate middle class of vanguard ? S3 Conservative social bottom ? S4 Conservative accurate middle class ? S5 The high end of vanguard ? Conservative high end Since CNC is a new comer of mobile communication market, and according to its recent resources and operation ability, The targeting of 3G market operation at the beginning is between S 2 -the accurate middle class of vanguard and S 1 –the high potential Cenozoic Era. According to the benefit of key goal groups, combining the advantages of company's operation on 3G business service pricing and transmission network, CNC's initial positioning is to join the regular network and mobile communication to offer super value of high speed for users, then establish a brand positioning of spirit in targeting groups who are not familiar with CNC mobile communication. ? CNC's solicitude for metropolis youths'mobile digital life, dedication to offering them high speed, convenient, low-priced mobile digital business ? CNC advocates: digital life fashion, at any time anywhere enjoy information... |
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