Study On Marketing Strategy Of PTAC Jilin Branch

2013-2014 annual report of China mobile phone market research shows: The total number of 2014 Chinese mobile phone users is more than 1 billion for the first time. As the most important part of the mobile phone industry, the dealer has played a positive role in promoting the rapid development of the mobile phone industry. In Chinese domestic market, more than 70% mobile phone are sold through the mobile phone agents, and the huge sales volume of mobile phone makes the enterprise get good profit. But with the increasingly fierce competition, the industry profits are getting lower and lower. In order to survive and develop in the competition, mobile phone sales enterprises must have high quality products, services and marketing strategy.China PTAC Jilin branch was founded in 2000, and its main business include the distribution, retail, logistics of mobile phone in Jilin Province. The main partners are operators, distributors, and retail store which are throughout the whole of Jilin Province. The company is currently at the first place in the distribution industry in Jilin Province occuping nearly 20% of the market share. But in the past two years, under the influence of the fierce competition in the mobile phone salesment, China PTAC Jilin branch encountered unprecedented difficulties, and operating indicators are far from being ideal. Therefore, in order to get out of the dilemma, the company should change the marketing strategy, continue to improve the efficiency of the marketing, abandon old marketing ideas, identify the enterprise’s marketing. These are important problems to be solved.This paper takes China PTAC Jilin branch as an example, analyzes its marketing situation, finds the existing problems, and analyzes its internal and external environment using the five-force model and SWOT, then fomulates the STP marketing procedures and marketing strategies according to the results of SWOT analysis. Finally, in order to ensure that the marketing strategy can achieve the anticipated goal, this paper proposes that China Postel Jilin branch should establish orporate culture, enhance service concept; perfect marketing organization structure and marketing system; strengthen personnel training, improve the performance appraisal system.