Study On The Marketing Strategy Of Shandong Netcom Company

Over the last couple of years, telecommunications industry developedso rapidly in China that the competition has been becoming tougher thanever. The most important research subject of Shandong Netcom which liesbefore it is on how to give full play to the enterprise's competitivesuperiority at the core, to work out enterprise development strategy bothpractical and adaptable, to reinforce its leading positive advantage andthe status of leadership in this field as well.This article firstly reviewed overall the related theories instrategic management and marketing, as well as qualitatively analyzedexterior environment, market status, interior resource and ability ofShandong Netcom. Secondly, by establishing External Factor EvaluationMatrix and Internal Factor Evaluation Matrix based on the AnalyticHierarchy Process, the article quantitatively analyzed enterprise'sexternal factor and internal factor. This article concludes theadvantages, disadvantages of the company and chance and threat faced byit with the method of SWOT. Subsequently, the article screen out the bestmarketing strategy with the method of QSPM. Finally, the articleexpatiates the best marketing strategy and acting project of ShandongNetcom. The article affirmed the marketing strategic aim of ShandongNetcom, put forward the carrying out scheme of main products persistedin developing strategy, pointed out the strategy faced competition,especially analyzed the marketing strategy of important consumers andother guarantee measures to finish the marketing strategic objectives aredescribed in the same time.The article invokes the scientific methods of the combination oftheory and practice, quantitative and qualitative analysis to deeplydiscuss the condition of Shandong Netcom, and puts forward the bestmarketing strategy and acting project which is feasible, practicable andsuitable for Shandong Netcom.