The Research Of SICHUAN Telecom Government-enterprise Customers Consultative Marketing

The rapid development of the Internet as well as a variety of emerging technology has brought the global upheaval in all walks of life, so it with the domestic telecommunication operators industry.In recent years, with the issuance of licenses of 3G & 4G, Chinese three big operators, China Telecom, China Mobile and China Unicom, of business increasingly overlapped and be more competitive. The high value users gathered enterprise customer group become the competing object by each competitors under the wave.This paper is based on the theory of marketing consultant and practical experience, combined with the understanding of the marketing consultant in practical work, fully expounded the connotation and characteristics of marketing consultant. The author puts the Sichuan Telecom enterprise customer advisory marketing as the research object, seriously studies how to rebuilds its system. According to this paper, the author thinks that, along with the software, hardware, Internet and integrated manufacturers of entering the industry, operators apparent the pipelining trend. Under the action of this trend, the special customer clients based on enterprise groups have more and more choices in telecommunication market, so the Sichuan Telecom has no longer simply adopt the way of traditional price competition to obtain market and customers, and must change the pattern from the traditional marketing way to the consultant marketing mode. To achieve this transformation, the Sichuan Telecom, at first, needs to stand in the angle of buyer’s market to think about the current customer business problems that they are facing, becomes a salesman to a consultant of customer communication and information to win the trust of customers by providing personalized consulting services to the customers as the means to build differentiation competitive way. Then, the Sichuan Telecom should starting from the basic requirements of consultant marketing mode to reform the traditional marketing organization and marketing means, specially from the three aspects of personnel organization, business opportunities and project evaluation means fully reflect the basic characteristics of consultant marketing, and completing the related personnel, organization guarantee and supporting system etc.