The Study Of The Marketing Strategy Of Urumqi Telecom "ONE HOME" Products

Home communications market has been the major markets of China Telecom. It has been the highly competitive communications market in Urumqi, China Mobile always relies on brand strategy to compete, and the China Unicom used to compete on price wars and co-branding strategy to snatch the family customer market. While under the influence of the macroeconomic environment, consumer choice in communications products with more rational, all this has caused a lot of operating difficulties for Urumqi telecom. Therefore, the study of the Urumqi Telecom "ONE HOME" products' marketing strategies, can be combined with my duty in time, and will be good for the future develop of the Urumqi home communications business.Paper is divided into four chapters. The first chapter briefly introduces the research background, purpose and significance, and research methods. The second chapter describes the "ONE HOME" product status, which has used the STP strategy method, science and systematically combed the "ONE HOME" products. The third chapter introduces the competitive environment of the "ONE HOME" products, and uses the Boston matrix, SWOT analysis tool for competitive analysis. The fourth chapter, focus from the enterprise level and individual level, combined with my years of work experience and theoretical knowledge, proposed Urumqi Telecom "ONE HOME" products in the future development of marketing strategies and recommendations.