| ELive is an important part of China Telecom's"One Account Service". China Telecom now a days is a full service operator, eLive has become an important product that plays an essential role in promoting customer bonding and achieving the transformation from managing products and services to managing customer values. What is discussed in this article is how China Telecom combines its own strength with its products'unique characters, through effective marketing strategies, to achieve eLive's successful business operations at present.This thesis is divided into five sections. Firstly, Jilin China Telecom's current situation is introduced. This is followed by analyses on Jilin China Telecom's eLive service's values, current market development situation,and in depth discussion on problems faced by Jilin China Telecom's eLive service. Secondly, analyses on Jilin China Telecom's eLive service's marketing environment and the competition situation of instant messaging services are carried out. With regards to elements that affect the competition environment, Michael Porter's Five Forces Model was deployed, it turns out that internal competition and customer's ability of negotiation are the two major elements. Furthermore, Jilin China Telecom's eLive service's advantages and disadvantages are pointed out through SWOT analysis. Thirdly, eLive services'market demands and customer behavior are discussed. Based on function requirements, general acceptance and psychological appeal, customer demands analysis is carried out on the three major user groups. As a result, different user group's customer characters and behavior are pointed out, which leads to a better understanding of eLive services'market demands. Fourthly, STP analysis on eLive services is carried out. According to previous experiences on operating mobile services, it is generally accepted that it is a mature model to divide customers into three major groups. Then, in the second stage, they are further divided into seven categories, which consist thirteen detailed markets. Next, these markets are targeted step by step, firstly the core market, then the important market, finally semi-important markets. According to eLive's marketing and sales strategies, Jilin China Telecom's development strategies for each potential markets are decided. Finally, according to current market situation and Jilin China Telecom's overall strategies, studies are focused on eLive's marketing and sales strategies. In other words, eLive will be developed as an integrated personal information product that based on the core One Account Service concept. With regards to pricing, penetration pricing strategy will be used as means of increasing customer numbers. As to promotion, sales channels should be constructed using the mechanism of integrating multi-agents. Then various agile promotion methods should used based on the focusing on target customer presupposition. Lastly, this integrated information service's marketing and sales strategies should aim to increase the degree of customer satisfactions, which will positively boost the development of Jilin China Telecom's eLive services.At present, all levels of governments work hard together to speed up the economy, information service development has become a very important task. In order to gain a fast and steady development speed in its markets and become Jilin China Telecom's true strategical product, China Telecom must find and solve the problems that restrict the development of eLive service. When facing problems, we should think more often from customers'viewpoints. With full market research, product's values should be dig deeper, therefore find the real selling points. Only by doing this, eLive's brand name effects and market share scale can be improved. Finally, eLive services'success will boost the development of Jilin China Telecom's overall products and services at a higher speed. |
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