| With the restructuring and reform of China’s telecom industry, Wangcheng branch of china telecom was granted permission to operate mobile telecom communications services, while in this background the problems existing in marketing have become increasingly prominent which require the company to seek more scientific marketing strategies.Based on this, the paper studies the marketing strategy of Wangcheng branch by4C theory. Firstly, analyses the review and elaboration of the research achievements about the domestic and international marketing strategy. Then introduces the status of overall marketing, segmentation marketing and competitive marketing and summarizes current marketing problems. On this basis, the paper put forward detailed and viable marketing strategy by4C theory from the aspect of customer, cost, convenience and communication. Finally, system, service and personnel security programs are proposed to facilitate the implementation of these strategies. It can be concluded that the current market segment doesn’t take the customer demand characteristics into consideration. And the company owns an absolute advantage in broadband services. Also face some marketing problems such as single product and marketing, imperfect channel planning, brands positioning insufficiency. To solve it, based on demand and integrated with natural and social attributes of customer, the paper subdivides the target market which consist of groups users, home users and individual users into high-end leads, economical and practical, low-growth conservative and younger. Then customer-centric tactics including differentiation combination product launch and mobile terminal are proposed. And strategies center on cost control consists of setting reasonable price and various promotional method. Meanwhile, improving marketing channels, process management, customer participation and service-oriented details are put forward to increase convenience. Furthermore based on communication comprehensive brand positioning and customer relationship management are available.Wangcheng branch achieved good results in recent years, while has some deficiencies which need to be optimized. We hope that those proposals can provides some reference to improve the company’s marketing situation and enhance marketing performance. |
