| The rapid development of service outsourcing industry and information technology continues to progress as the call center industry has brought new opportunities for historical development. The supporting of the national industrial policies and the growing regional economy also brought enormous business opportunities to domestic call center companies include the C Company. The main content of this thesis is to develop the own marketing strategies of C Company to adapt to the changing environment, solve current problems and get the fast-growing opportunities.Firstly, through the analysis and description of the existing problems, the thesis pointed out that lack of types of customers and products, the difficulties of developing market of non-telecommunication, and how to coordinate the relationship between the call-center business and the terminal sales business, are the main problems of C Company.After analyzing the macro-environment and industry competition status by Porter's Five-Forces Model, the thesis pointed out the call center service outsourcing market is coming to mature, competition is increasing, but the market has enough space for C Company to gain. It should strengthen the own abilities to grasp the rare opportunities of fast development.Combining these two parts of the analysis, this thesis summed up the strengths and weaknesses of C Company, the opportunities and treats in the environment, by using the SWOT model, then determined a possible competitive strategy. After market segmenting, target markets are decided; those are based on the theory of STP. Marketing mix has been posed under the theories of marketing mix. The product strategy of C Company is to deeply mine within the telecommunications project, to build boutique projects and establish a benchmark brand, while also strive to foster value-added services to enhance core competencies. The price strategy of C Company is to use profit-maximizing, market-share maximizing, and differential pricing for the three types of customers. The channel strategy of C Company is to via telecommunications marketing channels, well-known suppliers, agents and industry research institutions, and other well-known websites a wide range of contacts so as to continuously explore new business opportunities. The sales promotion strategy of C Company is to take part in the promotion activities of Shaanxi Telecom with the help of their sales forces. C Company should also strengthen its own marketing capabilities to expand visibility and influence in the industry in various forms.In the end, guarantee of human resources, operation management, and innovative culture has been mentioned as the guarantee measures of the marketing strategies. |
