Communications Company In Liaoning Province Phs Marketing Mix Strategy Research

PAS(personal access system) network were set up entirety by Liaoning communications corporation (LNCC) since 2003, at the end of 2004 ,PAS's customers have exceeded 2,800,000 in the whole province. PAS business has already become the main competing of LNCC against Liaoning Mobile and Liaoning Unicom, it also is one of the most important income of LNCC. The development of PAS's user amount in LNCC , has grown up very quickly owing to the PAS marketing policy . For that moment, PAS marketing policies of the whole province adopt mostly are: "prestoring communication fee completely, donating cellphone or communication fee " Those marketing tactics are capable of quickly starting market at the early stage of the trade development. But the disadvantage is that LNCC needs a great deal of terminal cost. Moreover, owing to the competitor's pressure and the appearance of displacement products, the competition of communication marketing in Liaoning becomes more furiously.Different marketing policies are fit for different stages and different environment, those marketing policies mentioned above are fit of the environment at that time. But, in the new environment, those former marketing policies can't meet the needs of trade development, LNCC urgently needs to find the new marketing policies adapting the new changes, The purpose of this paper is to find the new marketing strategies.This paper analyses the PAS business's external, internal environment of LNCC ,reveals the problems that PAS business confronts with, finds out the major factor of influencing PAS business. Then ,this paper does a SWOT analyses, with the help of marketing knowledge that the author has learned. After that, we confirm the marketing direction that we need to improve, find the target market of the PAS business, and give the position of the PAS business .At last, we develop a series of the marketing strategies of PAS for LNCC.