On Marketing Strategy Of R Communication Consulting Service Enterprise

R company is a small and medium-sized enterprise providing communication consulting service in Fujian Province.Its business scope includes mobile communication network consulting design,wired communication network consulting design,power supply consulting design,communication building consulting design,information system integration,etc.From the establishment,R company has been providing technical service supports for Fujian Mobile,telecom and China Unicom.In recent years,R company has also begun to provide network planning and information integration services to government agencies,enterprises and institutions.For adapting to the transformation of China’s economy development that is gradually changing from rapid growth to high quality and to respond to the new challenges brought by COVID-19,R company is urgent to take proper countermeasures to optimize the marketing strategy.Taking Fujian communication consulting service market as the background,taking R company as the research object,taking marketing management,service marketing,bidding management and brand management as the theoretical basis and guidance,taking service marketing 7PS as the basic analysis framework,and relying on literature,questionnaires and interview information,this paper analyzes the marketing strategy of R company.It is found that present problems in the existing marketing strategy of R company include insufficient product competitiveness,unsustainable price strategy,poor cooperation channel ecology,single promotion object and method,weak service consciousness of personnel,ineffective control of service process,Insufficient physical display,Lack of brand influence.The target market and market positioning of R company are determined through STP analysis,and the overall marketing strategy or basic idea of "maintaining existing business advantages,seizing opportunities and developing the market" is determined through SWOT analysis.In order to optimize the R company’s marketing strategy,this paper focuses on presenting corresponding countermeasures and suggestions.Firstly,it is necessary to improve product types and enhance product competitiveness.Secondly,it is urgent to formulate sustainable price strategy.Thirdly,establishing a multi-channel parallel development strategy is important.Fourthly,expanding the scope of promotion and increasing the methods of promotion are also very significant.Fifthly,establishing a systematic personnel training system is useful.Sixthly,formulating standardized service process is helpful.Seventhly,strengthening the construction of project sites and standardizing the image display of employees should not be ignored.Eighthly,improving the brand value of enterprise should be insisted on.Finally,it puts forward three specific measures including improving the customer management system,strengthening internal management、improving service quality and the project team performance appraisal system so as to ensure that the above optimization suggestions of the service marketing strategy can be implemented.According to the reality,this paper aims to study optimization scheme and specific measures to solve the problems existing in R company’s marketing strategy,which have important references for the improvement of R company’s marketing strategy.And this paper may be helpful to other small and medium-sized communication consulting service enterprises in carrying out marketing work.