返乡务工人员一直以来都是各大运营商重点争夺的客户群体,春节期间围绕他们展开的促销活动也是此起彼伏。然而一方面受制于历史及终端原因,另一方面连续两年针对返乡人员开展的“易通卡”营销活动并未取得理想的效果,使得中国电信在此客户群的市场占有率远低于其他两家运营商。作为弱势的移动业务运营商,中国电信只有总结经验教训,发挥自身优势,采取差异化的营销策略,才能提高在这一关键时期、这一关键市场的话语权,从而促进移动业务的规模发展。 Returning migrant workers have always been the major operators compete for the key customer groups, during the Spring Festival start their promotional activities are also one after another. However, on the one hand, due to the historical and terminal reasons, on the other hand, “E-card” marketing activities for returnees for two consecutive years did not achieve the desired results, making China Telecom’s market share in this customer base far Lower than the other two operators. As a disadvantaged mobile operator, China Telecom can promote its large-scale development of mobile services by summing up experience and lessons, exerting its own advantages and adopting differentiated marketing strategies in order to raise the voice of this key market in this crucial period.