| China Netcom Group Corporation, Ltd. Shandong Branch ( referred as "Shandong Netcom ") is a state-owned large-scale communications enterprise. Renamed from China Netcom Corp. Shandong Province Communication Company, Shandong Netcom becomes a standalone business by stripping off the paging, post and mobile communication service, and by separating government functionality and south and north region business from the old Shandong Province post and communication bureau. As the largest basic communication carrier (next to Shandong Mobile) within Shandong Province, Shandong Netcom has jurisdiction over 17 city level branch companies and 122 county level branch companies. Besides the three main businesses in telephones, Xiao Ling Tong (PHS: Personal Handy-phone System) and broadband network, Shandong Netcom also manage the basic to extended telecommunication service such as circuit and network leasing.Shandong Netcom started the large scale business enterprise on Xiao Ling Tong (PHS: Personal Handy-phone System) in year 2002. After four years of silent to fast development, this business has entered a well developed stage since 2006.Due to the aggravated competition within telecommunication enterprises, Shandong Netcom telephone service is losing market to mobile phones, long distance and broadband service is harmed from the new competitors and their low price strategy. To compete with Xiao Ling Tong's fast development, Shandong Mobile and Shandong Unicom not only take action to hold the high end mobile customers, but also strike to grab the low end enterprise and other customers. By offering lower prices and using more dealers, they provide the same or the similar cost effective local phone services as Xiao Ling Tong. Due to the disappearing advantage such as "One way charge, enjoying mobile service with telephone price", Shandong Netcom is losing more customers, facing challenge in customer satisfaction and loyalty. In the current Xiao Ling Tong's mature stage, it is hard to compete with others if only depending on this single business with its cost advantage. The net profit in Shandong Netcom slows down, even with more business income. In the current situation, how to make full use of Xiao Ling Tong's own advantage and the multiple businesses, how to keep old customers and get new customers, how to keep or increase the current business volumes, and how to develop an effective sale strategy become the top priority in Shandong Netcom.In this article, the author analyzes the Xiao Ling Tong (PHS: Personal Handy-phone System) business manage and sale strategy within Shandong Netcom. This article includes five chapters. The first chapter briefed on the current telecommunications market environment, to promote PHS business, as well as the problems in the development of PHS business, putting forward the thesis research ideas and methods.The second chapter explains the theory needed in marketing and managing Xiao Ling Tong (PHS: Personal Handy-phone System) business.The chapter three introduces the Xiao Ling Tong (PHS: Personal Handy-phone System)business characterization and cost plan, the telecommunication market outlook in Shandong Province, the market share, business income, customer market share and business volume within Shandong Netcom. Based on the market research, the author analyzes Shandong Mobile, Shandong Unicom for PHS's marketing strategy and the advantages and disadvantages of Shandong Netcom's PHS business, market opportunities and problems.In the fourth chapter, based on the review of the PHS business into view, long-term marketing strategy experience, the author explores the marketing strategy, technology and business development prospects of the PHS business after its matured in Shandong Netcom, as well as those related to 3G Business Development System, so and the brand enhancement program..The chapter V is the revelation and the conclusions. Shandong Netcom's PHS business has been gradually towards its life cycle in the back-end, the purpose of this article is based on the analysis of the study in Shandong Netcom's PHS mature market competition strategy, proposed by views on the implementation of the strategy in the market well-informed, summing PHS market development and marketing strategy for the successful experiences to reflect on the work of the PHS marketing and lack of inspiration.The last chapter introduces three new successful marketing products "Love 1+", "Same Number (uniform number towards PHS and land phone ) " and the "Next Sunshine" (sunshine new Cenozoic) . Based on the new marketing strategy for Xiao Ling Tong (PHS: Personal Handy-phone System) , these products are specially designed for home customer, business customer and young generations, making use of the combination and compassion advantage of phone and Xiao Ling Tong (PHS: Personal Handy-phone System) . |
