| Today, the field of communications develops with highly open way, CNC in Ji Lin province is facing with the competition of mobile telecom industry, internet and other media because they have been participated in voice communication market. Now its portfolio and its operation earning faces stagnant test. In face to drastic market competition situation, Ji Lin province CNC, as the biggest enterprise of information serving in Ji Lin province, need study that how to occupy market with its enterprise image and the advantage at techniques to exploit new kinds of the voice service to increase the profit. Through the analysis of the portfolio of vocational work of CNC in JiLin province. This passage considers that in present stage the voice communication servicing faces with some difficulties: Firstly, although the earning of voice communication have risen again since 2002, its portfolio severely shrinks comparing to that of any year before 1999. Secondly, although real accomplished annul earning of voice communication serving in JiLin CNC surpassed plan earning and the gross rose again a lot, amplitude reduced year by year in near years and obviously presented ability not equal to its ambition situation in increasingly fury competition. Thirdly, the APPU value lf voice communication service in JiLin province is lower than other provinces. This show that operation developing level in Jilin province is lower and have bigger room of further development . As to the reason, we analyze it from four aspect: the market environment of voice communication industry, the kinds of voice communication service production, marketing strategies of the enterprise, internal manger of enterprise and finally discover: (1) Market environment that the voice communication service of JILin province CNC facing is very complexity. As we know the charge policy of China Uicom and China Railcom has been more flexible, however, government strengthens management of CNC. These objective problems cut consumer quantum of fixed phone and lead to decrease consumer quantum of dialing voice communication phone; moreover, because the program of society platform in industry is relatively flexible, practicality, less personnel, less burden, these menace voice communication serving of CNC in a certain; however, the biggest menace is that dialing voice communication serving is not main methods gaining information for the developing and prevalence of newspapers, TV, particularly internet. This result leads to the fact that the number of dialing voice communication phone is less than the number in forward years. (2) In the kinds of voice communication service, the content of voice communication program in JiLin province is not more rich than the South big city .In addition, because enterprise self work is not good, creative ability of practicability program is not enough ,the content of information is not rich , voice communication servicing of JiLin province CNC can not provide some attractive serving . (3) About the Jilin province CNC's marketing strategy, the market segmentation of the voice communication serving is rather rough, and it's price is obviously too high, additionally the drumbeating of the product is not becoming to the right, and the visualization of the corporation is not very good. (4)Jilin province CNC's organization structure is really complex, the marketing and sales's extending of the voice communication serving is related to several departments, and depends on their coordination and cooperation, in the condition, the operation may be inefficient. By the end of 2003,the percentage of the income of voice communication serving among the total income has decreased to 0.7%.The leadership hasn't thought much of the voice communication serving because of it's low income. furthermore, the condition that the developers feel satisfaction at the actuality, also result in that voice communication serving's content is humdram and lack of innovation. Aiming at the questions above, first, we partition the type of voice communication serving and the user particularly. Based on the partition, we advanced the strategy of the difference. Including the strategy about program content of difference for the different user group and the strategy about the price difference for the different type of operations, and the price of difference of the different goal-market . Second, we argued that we should take advantage of real predominance and the resource status of the province CNC. Developing the advantages and avoiding the disadvantages, attaching importance to the developing of the dominant product. Aiming at the characteristic of our province, exploiting agriculture information, characteristic special telephone line, expert hot line, the query about of score of the entrance to university, the fee of water, the fee of electricity, the query about fee of the coal gas, psychotherapy, offering the weather forecast, the discount of the business circles, citizen bulletin, building business, the common sense of health, the information about applying for a job, and the foundation for the old aged person so on and so forth. all of these are program of practicability. Furthermore, we can use for reference the good program of other province. Third, we should know that in order to make our voice communication serving program successful, we must broadly contact the information source providers. We should build up the long-term cooperation with the outer informaiton providers and program providers, such as network, media, and different kinds of tests governing departments on the strategic level. At the same time, we should also strengthen our cooperation with the media, such as the TV and Internet. Fourth, we take the operation sales promotion by the way of advertisement, public relations, business extending, operation propagandizing. most importantly, working together the media, specially we should propagandize voice... |
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