The Research On TOP Zone Marketing Strategy For Hunan Branch Of China Telecom Corporation Limited

With the reform of telecom system, Several telecom operators such as China Telecom, China Unicom, China Mobile and so on have competed against with each other fiercely. The convenience brought by mobile telephone has been spurring rapid development of China Mobile and China Unicom, China Telecom who have monopolized Telecommunication industry nearly for half a century suffered from unprecedented challenges. The cost of mobile phone calls caused that China Telecom's voice services flowed to mobile phones'services and IP services. The business increment of China Telecom have been falling year by year, how to expand market share is an immediate necessity for China Telecom.With the elevation of people's living standard, the communication business of urban residents is approaching a saturation point, attracting plenty of new users is the key to increase market share rapidly. Take Changsha for an example, the major source of new users is the floating population and the college students. While college students become the telecom operators'focus because of its large number, strong network effect and concentrative time of transact business.This thesis takes Hunan Telecom as a research object, Combining Marketing related theories, and then based on the Consumption features communications industry studies the effective marketing strategy. The research on consumption status of Communication industry at Changsha universities and the competitive environment in which Hunan Telecom operates provides a good way for it's SWOT analysis. Considering the college students'consumptive characteristics and the enterprise's Resources, we carriy on a systemic localization to the target market of Hunan Telecom. Then based on all pre-existing material, we find that the marketing strategies of the product"TOP Zone"should include the product strategies based on customer demand, the price strategies grounded on product differentiation, Diversified Place strategies together with the promotion strategies acceptable by customers. At last, this paper offers a series of measures to ensure the successful execution of marketing strategy in terms of marketing strength, communication, marketing control, effect assessment and incitement.