Research On Marketing Strategy For Carrier Business Of A Company

In the development of the telecommunications industry,which has become one of the fastest-growing industries in the world.People is becoming more and more dependent on the Internet,which has become a necessity for society.And The telecommunications industries made great contributions to global network interconnection,due to the information from person to person exchanges rapidly.With the development of global communication network technology today,the gap between network deployments and facilities communication equipment vendors has gradually narrowed.The carrier customers are no longer relying on only one telecommunication equipment vendor.The choice is more demanding,which makes the competition between communication equipment companies turn to the white-hot.In the increasingly fierce market competition environment,the focus of communication companies needs to be quickly take more concerns to their customer,which is the only way we can develop more quickly with the other telecommunication equipment vendors in the competition.Therefore,the customer marketing strategies will determine whether the telecommunication companies can occupy a favorable market position in this large environment.In that,It is necessary for the them to study the marketing strategies of carrier customers.This article takes the carrier marketing business of A company as the main research object.A company is a large telecommunication enterprise,occupies a large market share in its industry.If A company wants to maintain or further expand its market position in the market,it must formulate effective marketing strategies for the carrier customers.At present,A Company mainly focuses on product research and development.Customer investment is still insufficient.To obtain a favorable position in the competition,A Company should to optimize the carrier's business marketing strategy,shift from a product-centric strategy to a customer-centric strategy.As the investigation,the sales growth rate of A company's carrier business decreased from 25% to-3% from 2016 to 2018,which has fallen rapidly.If this situation is still not improved,their sales operation and current market competitive advantage will be shaken accordingly.Therefore,it is imperative to improve their carrier customer marketing strategy.Based on a large amount of literature and material analysis,it is found that more and more telecommunication companies have begun to notice the importance of customer.However,the formulation of customer marketing strategies must be based on the situation of the enterprise and the market environment.This article takes A company as an example,adopts literature survey method,case study method,market research method and theoretical research method,etc.,systematically summarizes the customer-centric marketing strategy,provides theoretical basis and framework.Through investigation and exploration of A company's marketing strategy,it was found that the specific reasons are: didn't grasped the customer demand,high cost of customer purchase,inconvenient of the customer purchase,insufficient of customer communication.This situation will bring adverse effects to the carrier business of A company,such as reducing market position,reducing the company's sustainable development capacity,reducing the company's ability to resist risks and combating employee enthusiasm.To change this status,it is necessary to adopt the 4Cs principle to formulate corresponding countermeasures.First,meet customer needs,such as,improve insight into customer demand changes,strengthen customer demand guidance.Second,reduce customer costs,such as,reduce the customer's purchase cost,improve the ability of experts,and improve the level of agency qualifications,so that customers benefit more at the same cost.Third,improving customer convenience,such as,simplifying the internal approval mechanism and optimizing purchase channels.Fourth,strengthen customer communication,such as,strengthen methods of relationship marketing,diversified media portfolio communication,and improve feedback mechanisms.Through the above optimization strategies to help A company's carrier business solve the problem of falling sales growth rate,stabilize A company's current market position,and provide a reference for communication companies similar to A company's situation.