| This paper explores the domestic carrier market definition for the Group's customers, the market breakdown, and the major domestic telecom operators for their corporate clients market position situation; then communications market through the marketing concept of the current changes and trends in the elaboration leads to the Jilin Unicom how to use marketing theory to better guide customers to 3G terminals Subsidy Policy Group, in discussion, the Group obtained the telecommunication customers subsidize handsets marketing concept and development direction of change to this conclusion:1.Terminal subsidy policy consistent with the concept of marketing to create demand:Group policy is actually subsidizing the client terminal user in the original basis of the basic communication needs, creating customer demand to improve the mobile terminal, which has been gradually recognized by the market2.Terminal subsidy policy consistent with the concept of relationship marketing:the face of group customer market, operators will no longer be defined as the relationship between the original simple relationship for the sale of communications services, subsidies and other policy through mobile terminals, select with target customers to maintain and develop long-term partners, reached a "commitment-trust,"the co-state, is more formal communications specialists to the target as part of the internal customers of the Group, to help resolve problems encountered in information technology,the real win-win partnership. 3.Terminal subsidy policy consistent with the concept of green marketing:This article discusses the mobile phone, the main customers of the Group for the target audience, tailor-made handset subsidy policy, advocacy TM, and along with the termination of mobile communication services presented also terminated, and this also saves the invisible social resources (such as number resources, marketing, human resources) is in line with the concept of green marketing.4. Terminal subsidy policy in line with cultural marketing concept:China Unicom's "fertile" brand custom end subsidies, is that the best interpretation of the concept of cultural marketing.5.Terminal subsidy policy requires the support of the overall marketing concept.Based on the above theory, this thesis explores the concept of marketing communications new trends:1.Service-oriented marketing concept:the domestic telecommunications market is becoming more competitive, especially after the 3G release photographs, are in the era before the 3G, customers in the group market, China Mobile, China Telecom, China Unicom 3G business in the customer base, product prices,little difference in terms of business awareness, customer choice, to a large extent depend on each operator able to provide customers with better service. Service-oriented marketing concept, requiring all employees have the overall corporate awareness of service operators to provide communications services to the process, is to satisfy customer information needs of the process, only the integrity of each employee in good faith for customer service, customers can For operators of 3G products and brands dependence, thus contributing to its continued use of its communications services.2.Packaging integrated marketing concept:customer market for the Group's policies on the different communication terminal subsidies and promotional packages are named, not only improves the efficiency of marketing, but also allow customers the first time to grasp the product attributes, and then by the name of the customer feedback, operators can price the product, services, properties and so strategic adjustments to better meet customer needs.3.Marketing innovative ideas:the domestic telecom carriers, faces much the same external environment, also has a similar organizational structure and internal management mechanism, receiving roughly the same social information, in the same fierce market competition. But their marketing decisions are often significant differences exist, especially in the group client strategy is key to success in the market, often have in its ability to innovate, no doubt, a group which operators in the industry's first customers were a marketing innovation, which operators will share opportunities in the industry.4.Secondary marketing concept:the face of fierce market competition, corporate clients, often for short-term interests of the operators, the use of tariff reduction, free way to experience the service, customers of the Group to expand the market, the consequences are often, customers using operators of competition among each other keep the prices down, resulting in the loss of business profits, but not conducive to the subsequent conduct of business and secondary marketing. The strategy of using subsidies to 3G terminals, enabling customers to a single operator services for a variety of choices, and the end of the first marketing, with the agreement of the end customer, the customer can choose to replace the mobile terminal, which makes it possible for secondary marketing.This article discusses the present and then handset subsidies to customers of the Group strategy of some mainstream, made possible the risk of mobile terminals, and then put forward some strategies to avoid risks.Ultimately concluded, with the three major operators in the Group's customers increasingly fierce market competition, and the introduction of mobile phone real name system, each terminal operator subsidies will inevitably become competitive in the market, a normal strategy. In this paper, the use of example, reference to cutting-edge marketing theory and other methods, trying to proceed from the actual combat, strategy to end subsidies to the telecom marketing strategy for the future development of scientific prediction, concluded:With the rapid economic development and the continuous income improved, gradually increase the demand for mobile communications in the future, the 3G communications market, the Group Policy client terminal subsidies will be most effective and popular marketing strategy. |
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