| In year 2006, China Telecom launched One Home brand all over the country. One Home provides the customers of average and high income families with quality communications and information services. When One Home entered the market, the competition in the market of telecommunications in China was red hot. As a landline telephone company, China Telecom must face losing customers to the fast growing China Mobile in heterogeneous competition on the one hand, and on the other hand, it must face the virulent price competition from both China Netcom and China Railcom in homogeneous competition. China Telecom encounters difficulties in the market, and has to survive through transition. In order to realize the transition in business model, China Telecom needs to build up a popular brand so that customers can be kept for a long time. One Home is one of the three largest brands in the telecommunications market in China, and its business strategy is to keep or gain more family customer groups through brand marketing. However, after One Home has been promoted in the market for more than one year, China Telecom has found that its revenue has not increased though the volume of users has become larger. One Home has obviously failed to achieve its goal in the market.Today, the telecommunications industry in China is undergoing restructuring. As a result, six major carriers will merge into three companies, in order to prevent redundant construction and waste of resources, also to prevent the confusion in market competitions. By this way, the order of the market will be resurrected, and the business will regain healthy development. However, the restructuring is not going smoothly.On the one hand, the carriers cannot reach an agreement on telecommunications infrastructure because each company focuses on its own interest. On the other hand, the government has controlled the policy making and licensing of the business for a long time, but telecommunications of individuals have increased so quickly that mobile business has been in a historical faster pace to replace that of landline telephone. Under this trend, China Mobile dominates the market, and its profit is larger than the sum of all other carriers. The competition in telecommunications industry is in serious imbalance. As a major brand, it is very necessary for One Home to re-examine its strategy.In my thesis, with reference to the concepts, characteristics, contents, and quality requirements of the products of telecommunication services, I combine business management knowledge with the business facts in the One Home of Guangxi Branch of China Telecom to identify and analyze the key shortcomings in the original repositioning and design of One Home. Then focused on services, driven by the needs of customers, and based on brand marketing, my research relies on marketing mix, and meets the requirements of brand differentiation. From the point of view of a customer, I use walk-through-audit investigation method to collect the data of users to understand the extent of the customers' understanding and satisfaction about One Home in pre-sale, sale, and after-sale. All the efforts are not only to discuss and defend the importance and weight of the services in creating a telecommunications brand, but also to reason the needs of diversified services for the brand. Finally, the role and significance of the services in the competition among telecommunications companies will be made very clear. In summary, my objective of repositioning and design of One Home is for the increase in volume and revenue. |
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