Research On Marketing Strategy Optimization Of DICT Business For Government And Enterprise Customers Of T Company

In the context of vigorously developing the digital economy in China,telecom operators are the main force in the transformation of the digital economy.Their DICT business is an integration solution for the Digital transformation of government and enterprise customers,and they are facing the market trend of intensified competition.In the DICT government-enterprise market of City A,China Mobile has become an industry leader by taking advantage of its close cooperation with the government and powerful promotion means;China Unicom has become an industry follower with its extensive and solid stock of customer resources;As a prefecture-level subsidiary of China Telecom,DICT’s products and services are comparable to those of its competitors,but its marketing strategy lags behind,resulting in a market share below the "life and death line" and a long-term competitive disadvantage.In the face of the huge demand of DICT government and enterprise market,the fierce market competition environment and the backward DICT business marketing strategy,how to formulate the optimal DICT marketing strategy for government and enterprise customers and put forward the corresponding safeguard measures,significantly improve the market competitiveness and market share,and win the leading position in the market are all the problems that T Company needs to solve urgently.The thesis takes "DICT business marketing of government and enterprise customers of T company" as the research object,conducts literature collection and organization.Firstly,the government and enterprise departments,personnel proportion,and DICT business of T company were introduced,and the marketing status was described.Through "questionnaire surveys" and "informal interviews",the existing problems of "low product awareness and brand influence","customer service satisfaction not widening the gap with friends","inflexible pricing strategies",and "narrow product sales channels" were identified The six core marketing issues are "low loyalty of government and enterprise customers" and "small promotion coverage".Secondly,based on the "market marketing mix theory" and the "customer relationship management theory",this thesis analyzes the reasons for the problems from four aspects.On the product side,it ignores the brand marketing value,does not create a strong brand,does not have high service quality,and lacks customer service based on information technology.On the price side,it ignores the customer perceived value,and promotes products through price,In terms of channels,there are only direct sales channels with low marketing capabilities,and there is no established relationship with customers.In terms of promotion,there is no use of pull promotion strategy,online promotion,and social media promotion.Thirdly,the PEST analysis tool was used to analyze the macro environment of the DICT government enterprise market in A city;Analyzed the micro environment of T Company’s DICT industry using the Porter Five Forces model;The SWOT analysis tool was used to analyze the strengths and weaknesses of T Company,as well as the opportunities and threats of the external environment,and corresponding development strategies for SO were proposed.Fourthly,based on the 4Ps marketing theory,optimization strategies have been developed,mainly including establishing a strong brand,enhancing differentiated service advantages,adopting flexible pricing strategies,expanding product sales channels,optimizing direct sales channel sales strategies,selective bidding,vigorously promoting pull promotion strategies,conducting online promotions,social media promotions,mobile promotions,and official We Chat Weibo promotions.Finally,security measures have been formulated,mainly including improving the organizational structure,building a high-quality DICT marketing talent team,internal branding,timely and effective response to face-to-face information and customer complaints,and improving comprehensive support.The research conclusions can be implemented into the specific work of other prefecture-level branches of telecom operators,and also have strong reference significance for the formulation of marketing strategies of different types of scientific and technological product sales organizations in the industry.Many ideas also have certain guiding value for promoting the rapid transformation and upgrading of scientific and technological service enterprises.