The Research On The Differentiated Marketing Strategy Of Luhe Branch Of China Telecom

Starting from the founding of China Unicom in July 1994 and ending with the renaming of China Railcom in August 2004, china's telecom market witnessed how it turned out the current configuration—six domestic telecom operators participate into the competition at the mean time. As the commitment about the opening of China's telecom market is gradually fulfilled, more and more overseas operators with competitive edges will enter this market. It is not only a practical problem facing all the domestic telecom operators ,but also a research of profound significance to figure out how to establish a marketing mode appropriate for both the changing of exterior market environment and interior resource conditions. Important basic operation units of China Telecom, the branches at the district and county level are oriented to the vast majority of the local customers. This is a distinct difference between branches at the district and county level and braches at the provincial and municipal level. This thesis is oriented to the district and county branches of China Telecom, mainly focusing on the diversity marketing strategy of Luhe Branch of China Telecom。In this thesis, a general account is given about the relative theory of telecom services, value chain management and marketing at first. Then the market competition configuration facing Luhe branch of China Telecom together with the advantages and disadvantages of the three major competitive products are analyzed by looking into the exterior macro environment, the exterior competition environment, the enterprise's interior conditions and the enterprise's core competence. Next, the necessity to select the diversity marketing strategy is illustrated. Specifically, four major methodologies to implement the diversity marketing strategy are proposed, namely, market orientation, services, channel diversity and value chain management. Finally, an intensive analysis and research about the above-mentioned methodologies is conducted, followed by concrete measures and plans.Part of the research findings have already been practiced in the marketing of Luhe branch of China Telecom. Judging from the effects, this thesis features a pragmatic analysis, fairly implemental measures and plans with practicability.