Researching On Small And Medium-sized Enterprises And Clustering Market Marketing Strategy Innovation In China Telecom Jilin Branch

In2008,as the Telecommunications Industry was re-integration in China, ChinaTelecom obtained mobile services license to become a full-service operators, and succeedpurchaseing the CDMA network from China Unicom. Original market structure of theTelecommunications Industry in China by six enterprises changed into three full serviceoperators, because of the three companies provide the similar communication products that adirect result of the competition further was exacerbated, so which the corporate income andmarket share became the focus of business work of the three Telecom operators, accordingto the needs of the marketing management, the major three Crops based on the theory ofMarket Segmentation subdivided the marketing department, basically becomes thegovernment and enterprise customers department, individuals customers department,residential customers department. However, due to the still large dimension after thesubdivision, and not resolve the problems of the next step of the marketing organization, inview of the divisions before, China Telecom even more subdivided the market ofgovernment and enterprise customers department, which the industrial customers (party,government and military, financial, and large enterprises), and small and medium-sizedenterprises and clustering customers (small and medium enterprises, schools, hospitals,energy, transportation, etc.), the other reason as a region in northern China Telecom JilinBranch is small-scale, how to find out the path of development in the market competition,how to truly effective implementation of the marketing organization of the segments, how tosolve the problems existing in the current marketing process, ultimately contributing to thedevelopment of the entire enterprise. To propose the idea of marketing innovation of thesmall and medium-sized enterprises and clustering of marketing strategy for ChinaTelecom Jilin Branch so that the company will effectively enhance the income and thecontribution of this market share through improved marketing strategy.This paper first reviews the currently used widely in a variety of marketing methods:4P,4C,4R, STP theory, and these theories in the current application of the TelecommunicationsIndustry as examples.Additionally Based on the analysis of the overall marketing organizational structure ofChina Telecom Jilin Branch, and research focuses on the marketing organization of small and medium-sized enterprises and clustering customers, On this basis, We came to theconclusion that the aspect of excellent or weaknesses of the company in the small andmedium-sized the clustering market, and draw China Telecom Jilin Branch what shouldtake the next step in the market in what marketing strategy, which is mainly used in thetheory of marketing4P theory, research for the product, place, promotion, marketing4P and4R theory, focusing on customer relationships.Finally, for the existing problems with the company’s actually in the markets the Papergives the approaches and specific measures, including:1, Starting from the point of view of the entire company, should optimize theorganizational structure, separate the Customer Center from the government and enterprisecustomers department that means a real budget management and evaluation of the market isindependent, at the same time define the customer market boundary, through realisticmethods to define it.2, Product Integration sales strategy achieves the purpose of distinguishing products,while the company should strengthen industry applications through marketing research toenhance and improve the industry applications.3, Establish sales and service channel, according to the new customer segmentationprinciple, the introduction of social agency channels and electronic channels to large-scaledevelopment of the market4、In front of the service before sale,standardized warning content to maintain theaction and differentiated level services to improve the market’s customer retentionBased on the above conclusions, according to the author of Jilin Telecom marketingorganization of small and medium-sized enterprises and cluster, the company should bebased on the market demand, competitive environment and the actual situation of themarketing strategy to be flexible use of multiple strategies in order to obtain better results.Due to the telecom industry characteristics, the conclusions of this study has somelimitations, its marketing methods are not widely used in other industries, and with thedeepening of the reform of the telecommunications enterprises in the telecommunicationsindustry restructuring, whether there comes new problems, and these are to be thefollow-up study and research.