Marketing Management Of F Company

Focusing on large customers in marketing strategy plays a significant role for telecommunications enterprises since it can ensure the stability and sustainable development of company’s business. Marketing management for large customer goals for motivating the value of customers, which consists of identifying the customers’ characteristics, satisfying their personalized requirements, and forming a long-term loyalty to the company. In these days, with the rapid development of information technology and the in-depth reform of telecommunications industry, business strategy targets on large customers becomes extremely important.F Company is a Small and Medium Enterprise (SME) in Shanghai and it only has less than 0.2% market shares of the total telecom industry. In recent years, owing to a lack of comprehending of exact customers’ requirements and ineffective marketing strategy, the annual income of F Company grows slowly. Hence chose F Company as a case study is helpful for its further development.Through literature review, interviews of staff and internal data analysis, it deeply studied F Company’s customer management. Besides, combined with F Company’s marketing management’s current position, theoretical large customer’s management, F Company’s empirical marketing strategy application and the in-depth analysis of telecommunications industry’s characteristics, this dissertation proposed a serial comprehensive and practical suggestion for larger customers marketing. This study can provide a good recommendation for other similar small and medium enterprises (SMEs) in marketing strategy and also gives a professional support on establishing and promoting personalized large customers marketing system.