Telecom Marketing Strategy Based On Market Segmentation Study

With the introduction of competitive mechanism on the telecommunication market, the drastic competitive environment makes the telecommunication operator realize that the faithful customer is the base that enterprises survive and develop, the chooses of targeting market and market positioning based on market segmentation will be the most effective competitive strategies of telecommunications operator. This dissertation have explained the basic principle, method procedure and application of market segments about telecommunications market, and it must have certain directive significance to the development of the telecommunication market. The main content is as follows:This dissertation firstly introduces the basic principle of market segments, including birth background, theoretical foundation, principle, standard and method of the market segments theory. The idea of market segments is the results of competitive environment development, the drastic competition impels enterprises to consider the customer's demand, to most goods, consumers' partiality has enormous differences, this has become objective foundation of market segments.Then we analyze the competitive situation of Chinese telecom market and tactics of market segments. Since Chinese Telecom market breaks out monopoly, how to strengthen customer's loyalty become the question that every telecommunication operators must consider, with the aggravation of the competition, Chinese telecom industry begins to enter " the era of the meagre profit " too. The competitive characteristic of the telecommunication market has determined that the operator should subdivide the market according to the customer's communication characteristic, and frame the expenses criterion, so that gain higher loyalty of customer.In the chapter 4 we analyze telecommunications'market segments and enterprise management tactics. Effective market segments is dynamic but not static, market segmentation, targeting market and market positioning are an connecting each other, inalienable intact course. The telecommunication operator should choose one's own targeting market, and make out market positioning in products, price, position and promotion based on market segments.Last Chapter is a case research about market of mobile communication. This chapter utilizes theory of market segments and data of mobile communication to analyses demand characteristic of the this market.Through the research of the above, we can understand that market segments is the core of the telecommunication marketing.