North Sea Telecommunications Government And Enterprise Customers Differentiated Marketing Strategy Research

With the unceasing development and perfection of the Chinese marketization, the telecommunications industry of China has initially become the one that many companies can share with.Confronted with the increasingly fierce competiton of the telecommunications industry, all the companies should segment the market, confirm the target market and carry out differentiated marketing. Differentiated marketing is also called differentiated maketing strategy or differentiated marketing management which means the companies should choose two or more submarket as the target market, and supply each submarket with the oriented products,services and the sales measures correspondingly when they are confronted with the segmented market. The differentiated marketing can be divided into products strategy, price strategy, channel strategy and sales promotion strategy. From the microcosmic point of view, this article take the statecos cusomers of Guangxi Beihai Telecommunication Company as the study object in order to find the general rule of differentiated marketing through the stuy of this specific company. Firstly, this article stated the background and the significance of the study, and the research ideas and methods were told in the base of literature review, the related theories were stated as well. Secondly, this article analize the internal and external environment of Beihai Telecommunication, and made the SWOT analization of its competition situation specially. Thirdly, form the implement of the differentiated marketing point of view, this article expounded the measures Beihai Telecommunication company takes, the problems exists and its solutions, which was stated from four aspects, products,price,servic and channel. At last, the article sum up the differentiated marketing strategy of Beihai Telecommunication statecos customers, and point out the deficiencies of this article and the orientiation of the future improvement.