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随着电信体制改革不断深入,4G牌照下发、虚拟运营商进入、OTT业务冲击,电信业全业务竞争形势空前严峻。中国铁通集团有限公司(简称“铁通公司”)作为中国移动的全资子公司,进入了转型改革过渡期,面临着前所未有的机遇和挑战。本文从经营环境分析入手,研究陕西铁通如何创新产品、优化资费、拓展渠道、强化促销,采取有效的营销策略提升市场份额和经营效益,确保转型期经营目标的顺利实现。
With the deepening of telecommunication system reform, the issuance of 4G licenses, the entry of virtual operators, the impact of OTT services and the unprecedented competition in the entire business of the telecommunications industry are unprecedented. As a wholly-owned subsidiary of China Mobile, China Tietong Group Co., Ltd. (hereinafter referred to as “Tietong”) has entered a transitional period of restructuring and reform and is facing unprecedented opportunities and challenges. This article starts with the analysis of business environment, studies how Shaanxi Tietong can innovate products, optimize tariffs, expand channels, strengthen promotion, and adopt effective marketing strategies to enhance market share and operational efficiency so as to ensure the smooth realization of business objectives during the transition period.