襄阳电信政企客户移动行业应用营销策略分析-analysis on the application marketing strategy of xiangyang telecoms government and enterprise customers mobile industry.docxVIP

华 华 中 科 技 大 学 硕 士 学 位 论 文 II II Abstract The completion of the new round of restructuring of the telecommunications industry in 2008 and three 3G licenses’ issuance in 2009 means the official arrival of the full-service operation era of Chinese Telecom industry, the competition in Chinese telecommunications industry will become increasingly fierce. The contention for government and enterprise customers (Group customers), which is an important growth point in revenue and profit, between the three operators of telecommunications companies will also be intense.As a later entrant to mobile services, China Telecom Group makes top to bottom efforts to find effective paths and methods to improve the mobile market share. With a hope to continuously improve the mobile business market share and improve the passive situation of fixed-line revenue continues to decline and the fixed network share is increasingly being eroded; through an unconventional expand scale in the government and enterprise customers mobile market. This article is based on Xiangyang Telecom government and enterprise customers as the object of empirical research, with the objective to enhance the mobile business market share, work to expand the application of the mobile industry practice, conducted a study and discussion on the marketing strategy of Xiangyang Telecom mobile government and enterprise market using related marketing theory. First, the article analyzed the marketing status quo of the Xiangyang Telecom government and enterprise customers marketing strategy, the current situation of the mobile industry applications marketing to identify problems. Then, the external environment is analyzed using the PEST analysis method, the full-service competition and the advantages, disadvantages, opportunities, threat in the mobile industry expanding is analyzed using SWOT analysis. Based on the above, a marketing strategy mix on expanding the scale of business in government and enterprise customers driven