| Based on the fundamental knowledge related to marketing and its corresponding courses, as well as my own experience with the Telecom industry, this dissertation is written around such a topic-------Ningxia Telecom Co.Ltd,known as the present biggest fixed network supplier in Ningxia Hui Autonomous Region, confronted with so many new challenges in the telecom market, must and has to carry out some extraordinary reforms on its own initiative. In particular, Ningxia Telecom Co.Ltd (NTC) should be transformed into a newly customer-centered enterprise as soon as possible.It is extremely necessary for NTC to restructure its marketing. Why? On one hand, the company has to adapt itself to the intensely competitive environment; on the other hand, its commercial situation needs improving. China Telecom (CT), with which NTC is affiliated, has begun to make experiments on market-restructuring, and consequently, some useful experience has been obtained. The Market-restructuring Project is an important strategic decision made by CT after the local network technological process has been reorganized. A series of great influence will be exerted by this project on certain fields. For instance, the strategic development direction of the enterprise will be clearly defined; the distribution of resources will be optimized; and the enterprise will be stimulated to keep a healthy sustainable development. NTC's Market-restructuring Project doesn't aim at a complete transformation of the marketing system but try to optimize some key links in the marketing process. These links include the elaborate classification of customers, management analysis, and the policy-making as well as evaluating in the advertising and selling activities. By optimizing these key links, the enterprise will be able to solve such problems as to improve the efficiency of the basic data analysis or to specify salesclerk's personal duties. Meanwhile, a number of qualified Professional salesmen will come into being through training.In order to change from a traditional service-provider into a customer-centered telecom supplier, NTC needs to develop a marketing capability of the protracted world-class kind. Ningxia Telecom Marketing Department (NTMD) must restructure the marketing system of NTC. How? The highly efficient marketing process must get started and be smoothed; the present network management must be consolidated. Only in this way is its competitiveness likely to be improved on a large scale. The tactics that insight promotes the market combined with the process model of the telecom industry, NTC can restructure and smooth its main marketing processes. If unified planning is put into practice, if work in coordination with a due division of labor is done, and if the initiative of the workers in different branches is brought into full play, NTC will find it easy to strengthen its ability to make data analysis and professional policies of great magnitude. Besides, its reaction to the changeable market will be quickened.In conclusion, Ningxia Telecom industry has to make great efforts to achieve the aims of three different levels in market-restructuring, that is from starting and smoothing the marketing process to consolidating the present operating capacity until NTC's competitiveness is substantially enhanced. |
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