Telecommunication Services in the Higher Education Market: China Telecom, Dalian
|School||Dalian University of Technology|
|Keywords||Dalian Telecom Universities Mobile Business Marketing Strategy|
Since the May 2008 restructuring of China's telecommunications industry since China's telecommunications industry into oligopoly period of three integrated operators, China Mobile, China Unicom and China Telecom have invested heavily to seize the mobile communications market. China Telecom CDMA operators to obtain a license, the face how to increase brand awareness, increase market share of key issues. Universities mobile services market is the focal point of China's telecommunications market is one of the customer base marketing success can quickly elevate the number of users, help users to cultivate brand loyalty for China Telecom, it has strategic significance. Dalian University gathered, the number of college students has remained at 26 million or more, plus college teachers and the surrounding areas of potential customers, the number of consumers able to achieve education market as many as 300,000 people. Dalian in the three telecom operators in the mobile business lowest market share, how to face the challenges of the market environment, seize the opportunity, seize the opportunity to develop education market is booming, play their own advantages, looking for their own development of the campus telecommunications marketing models and marketing strategies Dalian has been placed in the strategic development of the telecommunications primary problem. In this paper, the use of market demand analysis, Porter model, marketing strategy analysis, variance analysis and other marketing factors, marketing, economics and other related theories and methods of research universities in Dalian Telecom mobile service market demand factors, competition, marketing Policy strategy formulation and implementation and other issues. Article first through the strategic management of the relevant theoretical knowledge, starting from the analysis of the macro environment, find the company's current opportunities and challenges facing, and then studied the CDMA market demand and competition situation; internal environment of the company were analyzed; market situation in the mobile business on the basis of a careful analysis of the development of Dalian University telecommunications mobile service marketing strategy, product, price, place and promotion strategies for planning, but also with business development needs, join the service strategy; Finally, to ensure the marketing strategy effective implementation, developed a series of measures to avoid making research a mere formality. After data analysis and research, in the original marketing strategy based on the proposed plan to consolidate and perfect, Dalian telecom future marketing efforts, has a very valuable guidance and practical significance.