Study On The Marketing Strategy Of Telecom Market Customer Segmentation Based On Clustering

Since the1990’s, China began to implement with "breaking the monopoly and introducing competition" as the guiding ideology to reform the telecommunications industry. As market competition intensifies, the government strengthens its supervision on telecom market. Besides, after joining in the WTO, the telecom market of China is more open, the major telecom companies are facing a tremendous competitive pressure. Marketing strategy of market segmentation is the fundamental part of the telecom marketing work, In all kinds of market segmentations, clustering market is just the focus of all telecom operators all the time. Because it has a large number of customers, the overall consumptions is very huge although the monomer consumption is not high. How to break the scale in the clustering market is always the key point of all major telecom operators’ marketing strategy. In this paper, we match the marketing strategy from the angle of customer segmentation, following the principle of it, and try to help China Telecom crack the marketing dilemma in clustering market, improve its business income and expand the user groups. As clustering market is a new concept proposed recently, this paper is one of few domestic theoretical analysis in custom segmentation of telecom clustering market strategy, thus it does have certain theoretical value. Meanwhile, this study can provide reference of marketing model for China Telecom and other operators, and has great significance in increase the market share of the telecom operators in clustering market.In this paper, the first chapter introduces the research background, purpose and significance. Then, we proposes our ideas, methods and innovations. The second chapter introduces the related concepts of clustering market, customer segmentation and marketing theory and the SWOT analysis method. The third chapter describes the state of competition in the telecommunications the clustering market development process and three operators, China Telecom clustering principles of market segmentation and model. The fourth chapter according to the clustering market segmentation model analysis of the market space and the control of China Telecom Business Based on customer segmentation of China Telecom cluster marketing strategy. In the fifth chapter, we use AHDX as an example to show the effects of the model proposed. The sixth chapter through the organization of the implementation of security, incentive measures, evaluation of incentive measures and effect of three aspects effectively support the implementation of the marketing strategy.This paper use literature researching, case analyzing and theory with practice method to study the telecom cluster marketing strategy. According to the customer segmentation, cluster marketing strategy and other key content, using the literature research method, collecting the domestic and external aspects of theory and practice achievements such as the SWOT model e.g. and applying them in the research of clustering market customer segmentation and marketing strategy matching. At the same time, the results of this research are well evaluated and supported by analyzing a typical case of clustering marketing strategy of AHDX.