| Being the largest service provider of traditional telephone networks, China Telecom is facing so many challenges: the intricate and protean environments and intense competitions, traditional phones replaced by mobile phones, new competitors are emerging continuously, and the whole_industry is greatly affected by new technologies and competition models. It becomes imperative for China Telecom to transform.Following the stratagem of "transformation from the traditional telecommunication provider to the integrated information service provider" which proposed by China Telecom Group, Chengdu Telecom created out the material operation idea of reconstructing the traditional 114 telephone number service platform to be the "voice Google" system since February 2005 and this is considered to be the first stage of exploration for the 114 system increment service in countrywide. September 2005, China Telecom Group decided to build up brand new NKS brand as one of the most important product during transformation period. As the supervisor of NKS project in Chengdu Telecom, the author designed the commerce model nder the stratagem of China Telecom Group, schemed the promotion plan combined with consideration of local situations. Closely considering Chendu Telecom's practical situation, this article focuses on the 114 Number Know-all Service (NKS). It includes: industry analysis and provider strategy analysis, transformation demands and the orientation of NKS, designing of NKS service system, practical promotion program, service control and risk management, financial analysis and evaluation. To make it practically operational, the article researches on sub-products designing, price strategy, promotion strategy, marketing channel, financial. forecast of the NKS service system, and accomplished an elaborate design with highly maneuverability. Chengdu Telecom has been implementing the promotion program according to this scenario since Feb 2006. |
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