the wholesale jewelry king Find a famous brand to introduce some things about CI

Harriet

November 24, 2022 at 1:55 am

wholesale indian jewelry nyc Corporate image advertising planning (case)

The mobile communications corporate image advertising plan

. Planning instructions

in recent years, with mobile mobile The rapid development of communication and Internet network has become the main theme and main driving force for the development of the entire communication industry for almost a period of time. However, too high expectations have also produced many unrealistic fantasies. After a vigorous hype, the early drawing of a large amount of funds made the prospect of mobile internet that was originally unanimously favored. In this context, China Mobile, as the world's largest GSM operator, what views on mobile internet, how China Mobile has evolved to 3G, and how mobile internet develops in China.

2. Company introduction

The China Mobile Communications Group Corporation (referred to as "China Mobile") is based on the deployment and requirements of the state's reform of the telecommunications system, and established on the basis of the overall peeling of mobile communication assets of the former China Post and Telecommunications Administration Important backbone enterprises, established on April 20, 2000, and managed by the central government.
The registered capital of China Mobile Communications Corporation is 51.8 billion yuan, assets exceeding 320 billion yuan, and more than 110,000 employees. China Mobile Communications Corporation has a wholly -owned subsidiary in 18 provinces (autonomous regions and municipalities) in China, wholly owned China Mobile (Hong Kong) Group Co., Ltd., and China Mobile (Hong Kong) Co., Ltd. controlled by it (Autonomous Region and Municipality) set up wholly -owned subsidiaries and listed in Hong Kong and New York. China Mobile Communications Corporation and its subsidiaries are the parent and subsidiaries that take the capital as the link and the network and business as the chain.
This China Mobile mainly operates mobile phonetic, data, IP phones and multimedia business, and has the operating rights of the computer Internet international networking unit and the business management rights of the international entrance and exit bureau. In addition to providing basic voice business, it also provides a variety of value -added businesses such as fax, data, IP phone, information on demand, mobile banking, global WAP, etc. It has well -known service brands such as "Global Connect", "Shenzhou Xing", "Mobile Dream Network", and the Internet. "139, 138, 137, 136, 135" has been well known.
In China Mobile has always played a dominant role in the development of my country's mobile communication, and occupies an important position in the international mobile communications field. After more than ten years of construction and development, China Mobile has built a comprehensive communication network with a wide range of coverage, high communication quality, rich business variety, and first -class service level. The Internet has covered most counties (cities) across the country. The main traffic trunk lines are continuously covered. The key areas in key areas in the city have basically achieved indoor coverage. The GSM mobile phone exchange capacity has reached 137 million. ), More than 130 mobile communications networks in more than 70 countries opened international roaming business, and the Internet scale and customer scale ranked first in the world.

The China Mobile has successfully entered the international capital market. After the successful listing overseas in 1997, good operating performance and huge development potential have attracted many international investment. Essence At present, China Mobile (Hong Kong) Co., Ltd. is the largest market value of my country in China. According to the latest ranking of the Fortune 500 announced by the US "Fortune" magazine, China Mobile first entered the top 500 in the world, ranking 336th.
During the "fifteenth" period, China Mobile will accelerate the development of the mobile Internet, actively promote the development of basic networks towards broadband, the development of communication business to diversify, support the development of centralized systems, and the development of the decision -making system to the Internet. Mobile informatization promotes social informatization. Facing the new century, China Mobile will cultivate a group of large -scale enterprise groups with international competitiveness in accordance with the requirements of the country, and take the strategic goal of "creating a world -class communication enterprise" as the strategic goal, shoulder the "innovation of unlimited communication world, as an information society pillar" Mission, carry forward the corporate spirit of "reform and innovation, only strive for day and night, hard work, and teamwork", follow the service concept of "communication from the heart", and always pursue customer satisfaction services to create for the country, society, enterprises, and employees. Grand value, strive to enter the ranks of world -class communications as soon as possible.

three. Product analysis

1. Datoma business-Mobile Dream Network-
The supermarket in your palm. Monternet Mobile Dream Network is a business brand provided by China Mobile Communications Group Corporation to mobile customers. Under this brand, many high -quality services launched by China Mobile and joining service providers. China Mobile has created a variety of and different customers with its own communication network resources throughout the country and connecting all over the world, and many service providers in their respective focus and content resources.

. Voice business -In addition to providing basic voice services services, China Mobile Communications Corporation also provides voice mail, mobile secretary, main call number display, call transfer, call waiting, call limit and other types, etc. Value -added business.

. Customer service business -the corporate purpose of China Mobile Communications Corporation is: pursuing customer satisfaction services. China Mobile is in the service industry. The connotation of our services includes perfect and personalized business provision, and emphasizes meticulous, considerate and people -oriented customer service. China Mobile takes customer satisfaction as an eternal pursuit and the guidance of customer needs

4. International roaming -as the largest GSM operator in China, China Mobile Communications Group Corporation and its company's network covers the whole country. city). As of the end of 2000, China Mobile's GSM network has opened an international roaming business with 116 mobile communications networks in 63 countries. China Mobile is moving towards the goal of "world -class communication companies".

. Found analysis

(1) problems existing in the communication manufacturing industry

. Repeated introduction and construction are common. Among the many companies, there are very few benefits of the scale. Preliminary statistics account for only 10%of the total. The manufacturing market has become a battlefield for foreign companies to compete, and more than 90%of foreign products in the mobile phone market.

. Low scientific and technological investment: The technology investment of foreign communications manufacturing industry is far higher than that of my country. For example, the technology investment of foreign mobile communication generally accounts for 10-16%of sales, while my country only accounts for 2-6 %, Resulting in weak independent development technological innovation capabilities, even if there are some results, it is difficult to become a product.

3. Technical backwardness: Foreign companies have a technical blockade in our country. Domestic companies cannot develop independent development capabilities through digestion and absorbing, so that my country's communications industry has fallen into the "generation and generation of introduction" and being subject to people. Many areas cannot compete with foreign companies.

4. Differential enterprises, poor benefits: Enterprises pursue the "large, complete, small, and comprehensive" model, causing many problems such as small size, weak competitiveness, and waste of resources. According to statistics, in the entire industry, the entire industry Large and medium -sized enterprises account for only about 16%, and their products are mostly duplicated.

5. Credit service and product manufacturing disconnection: Due to the acceleration of the telecommunications network, the ethnic industry cannot meet the needs, and it can only rely on imported equipment. Big companies in various countries have entered my country's market, bringing great impact on the ethnic industry, and causing confusion and management difficulties in the telecommunications network system.

(2) The problems of communication and transportation business

In the introduction of competition, there will be a market adjustment process. For example, after wireless paging has become an open business, the operators of many cities flocked up. Many small -scale platforms were fast -moving, and they could make some money in the early stage, but they could not reach the economic scale. Losses were eventually merged or withdrawn from the market. It should be recognized that the intensification of competition is the inevitable result brought by the rich profits, and the merger of Xiaotai is also a normal rectification of blind development in the early days. To minimize the waste of this blindness to social resources.

5. Market analysis

The communication prospects in my country's communications industry have good and broad development prospects, which can be analyzed from two aspects and made development predictions.

1. The development of telecommunications business has expanded space for the communications manufacturing industry

in 1998 my country's telephone penetration rate has just exceeded 10%. There is still a big gap, and there is still a lot of room for development. In most parts of the eastern and central parts of China, the city telephone has been transferred to the buyer's market, but there will still be 800-9 million new city telephone users each year. With the development of the rural economy, the growth rate of rural telephone will exceed the urban telephone and it will last for a period of time (a process of promotion from east to west), which can increase by an average of 600-7 million households per year; mobile phones can remain high. The growth rate is expected to increase an average annual increase of 5-6 million households, and it is expected to reach more than 40 million households by 2000. The porch market potential will still be great. %, But it is still far lower than the 10%popularization rate of Western countries. In addition, the paging hotspots will be shifted from gradually saturated developed cities to the central and western regions, small and medium cities and rural areas.

2. The communication manufacturing industry is facing a broad market

The country is currently the largest switch market in the world. 40%of emerging developers' telephone penetration rates, my country's switching machine installation capacity also takes 20 years to continue to grow at a high speed; my country's current mobile communications users are 13.2 million, of which about 6 million are GSM users, and it is expected that it will reach 3,000 by 2000 by 2000 by 3,000 by 2000 -40 million households, and most of them are GSM users, so GSM will maintain a high -speed growth trend in nearly 2 to 3 years, but at the same time, we should also pay attention to the movement of third -generation mobile communication technology to grasp the future market.

6. Competition analysis
The amazing development and change of the China Telecom market is both challenging and opportunity for mobile communication. The emergence and use of Internet led to a revolution that swept the global, data -based Internet challenge to traditional telecommunications networks. Multimedia communication will replace speaking communication. Advanced broadband transmission network suitable for data communication will become the mainstream of future telecommunications networks. The development of the Internet has brought miracles to the entire world, and we can no longer use conventional standards to measure an enterprise or market. In the future world, the future market belongs to those companies that dare to dream and innovate. There is no way in the future. In the future, it is a pioneer. May our mobile communication can bring new changes to China's future telecommunications industry and become the leader of the Chinese telecommunications industry in the future. With the arrival of the new century, the telecommunications industry is further developing at an alarming rate. It brings not only a huge opportunity, but also a severe market challenge. If you seize this opportunity, China can catch up with the pace of developed countries; if you miss this opportunity, it is not only the regret of China's communication industry, but also China's regrets, we may lose not only a business opportunity, but also an era. Today, the development of the telecommunications industry has ordered the traditional business model to be eliminated. As a telecommunications company in the future, how to adapt to the new economy in the future, survive and develop in competition is the biggest problem currently facing

The development of the Chinese telecommunications market is amazing, and the break of telecommunications monopoly has brought huge market potential to enterprises. However, the competition of several operators and the particularity of the Chinese market are the realistic issues facing telecommunications operators. We should first carefully analyze our opponents and markets, and take the path of reform and innovation in order to occupy a place in the Chinese telecommunications market. Let's briefly analyze the situation of several major domestic operators:

1. China Telecom

This China Telecom is worthy of the originator of the Chinese communications industry. Network; relatively complete network management system, maintaining the system. It is characterized by the entire network, with a wide network coverage, spread throughout the country, has many types of business business, and the enterprise structure is huge.

. China Unicom

Since its establishment in 1994, more than 100 branches have been established in 30 provinces across the country. It is currently the most complete operator in China's business telecommunications business and has strong competitiveness.

3. China Jitong

was established in 1994. It mainly operates Internet data communication business and IP telephone business, and its development speed is relatively fast. It is expected that 150 branches will be completed by the end of this year. Essence It has a certain scale and the Internet market.

The biggest feature of China's telecommunications market competition in the 21st century is market -centric service competition. To achieve a competitive advantage in the future market, providing customers with satisfaction with customers is the foundation of corporate strategy. To make customers satisfied, the service that is satisfied with not only should we adapt to the development trend of large bandwidth and three networks, but companies should pay more attention to marketing strategies and truly achieve customer -centric marketing systems. To achieve the customer's market -centric service, the following aspects should be considered:

7. Corporate culture

R n If an enterprise is an organic body, the mission of the enterprise is the soul of this organism, and values and culture are the spiritual power and pursuit of the enterprise. While the Netcom company uses new systems and new technologies to create China New Telecom, it also builds the common values of Netcom people and create a common corporate culture of Netcom. These values and culture have been a summary of Netcom people in the past few months. She will continue to enrich and improve with the development and growth of the enterprise.

The user first, serving customers with intentions is a relative that we cannot say. Customers provide enterprises with opportunities to realize their own value, provide employment opportunities and sources of profits for enterprises. They are our parents and food parents, and they are people who love their loves. In Shenyang Telecom, customers are always right, and companies will never say anything to customers.

We service for customers with intention. We can do our best to meet our customers, we provide customers with a tailor -made personalized service; we provide customers with the services that competitors do not have; we provide customers with a return that exceeds its expected expectations; we provide customers with unexpected surprises. We make customers feel that Shenyang Telecom is their most trustworthy person. We are the best solvers of their problems and their best partners. We use sincerity and sincerity to exchange customer satisfaction and loyalty.

2. The image of the industry:

We each are the image ambassadors of the enterprise, and they are the window for enterprises. Customers know companies through contact with our employees, our words and deeds, behaviors, and factions are the epitome of the enterprise.

has different departments inside the enterprise, and there are different employees within the department, but in the eyes of customers, there is only one Shenyang Telecom. Each of our employees is a living representative of the enterprise, and they are all -round enterprise entities.

Employees and enterprises are community of interests. The good and bad of the corporate image directly affects the vital interests of each of our employees. The image of employees shaping and maintaining the enterprise is to safeguard the interests of employees.

3. Industry collaboration concept: ——— to ensure the smoothness between the meeting nodes

. Enterprise is a network, each department and each employee are a node Essence The effective operation of the network depends on the unconditional unblocked nodes, and any node interruption will cause the entire network to be paralyzed.

5. Customers choose telecommunications is choosing the entire telecommunications network rather than a node. It is to choose the entire enterprise rather than a certain department or individual. Unblocked is our biggest responsibility for customers. On the issue of "unblocked", we have no right to talk to our customers. We are not qualified to reduce the standards unilaterally. The unpreparedness of the unconditional node means that we must ensure the smoothness of this node; it means that we must take the initiative to take the initiative to take a step forward on the basis of ensuring the smooth flow of this node; it means that we all have the responsibility and obligation to ensure the upper and lower lanes. It is effective and smooth; it means that the background must support the front desk, and all staff must obey the market; it means that we must consider issues from the overall situation and overall. Without the smooth flow of other nodes, there is no smoothness of the entire network.

6. The concept of competition: ——The better than the opponent

Is we welcome competition. "Survival of things, survival of the fittest", competition can make gold glow, competition can stimulate human huge potential, competition can awaken the company's infinite vitality, competition can win the fittest Intersection

We confidence to face competition. We have an excellent team of employees, and we have glorious historical heritage. We have the brand reputation that we all know about women and children. We have countless success of success. Success is the mother of success. Confidence.

The competition is not your death. The competition is not a fish dead. Competition is a contest of speed, patience, and demeanor, and a promotion of energy. No matter how powerful the opponent is, no matter how difficult we are, we are confident than our opponents.

7. Corporate crisis concept: -The biggest crisis is that there is no crisis

The crisis is a shadow of comfortable. Regardless of whether we admit it or not, whether we are willing or not, the crisis always exists objectively, and it is always accompanied by us, and the "interruption" may occur at all times.

The pre -establishment of everything, no prediction, no crisis awareness is the biggest crisis. The crisis is common, and the crisis is objective. If the crisis is not available, the crisis will be sneaked from sneaking, from small to large, intensifying, and eventually causing catastrophic consequences.

The residence in the crisis of the danger of the danger; No matter how much we achieve, no matter how seductive the situation we face, no matter how others praise us, we must be as thin as the ice and the alarm bell!

The crisis is both a challenge and an opportunity. The best way to deal with the crisis is to cultivate the alertness to the crisis. "Then" stop ", the enterprise must be people -oriented. The pursuit of human beings is pursuing humanity -oriented, human -based personality, and human creativity, with human self -realization, and maximize people's value. Self -management is an effective form of human -based management. Through self -management, employees can maximize their own potential and achieve a comprehensive and free development of people. We are pursuing people -oriented, but we must not indulge and relieve people. Without rules, it is not a square. For those words and deeds that deviate and resist in the direction of the development direction of the enterprise, it is necessary to standardize through the corresponding system.

8. Corporate Talent Outlook:

In the company to run a school, and the joint growth of talents and enterprises If the company is an organic body, the mission of the enterprise is the soul of this organic body, and the Values and culture are the spiritual strength and pursuit of the enterprise. While the Netcom company uses new systems and new technologies to create China New Telecom, it also builds the common values of Netcom people and create a common corporate culture of Netcom. These values and culture have been a summary of Netcom people in the past few months. She will continue to enrich and improve with the development and growth of the enterprise.

Enterprises are learning organizations and schools for employees. Enterprises provide sufficient opportunities and space for the growth of talents, and each employee can show their talents on the stage of the enterprise. In telecommunications companies, ordinary employees can grow into excellent employees, and general talents can grow into excellent talents. Enterprises are stage without ceiling. The opportunities of enterprises will always be open to employees.

The talents who can create value for enterprises are the talents that companies really need. Enterprises are profitable organizations, and the contribution of enterprises to society depends on the company's own value creation capabilities. Similarly, the value of talents on enterprises also depends on the value creation of talents. For enterprises, employees who can continue to create value for enterprises are talents.

The talents and enterprises are communities in interest. The unilateral development of talents and enterprises is limited. Only by common progress can the value of both parties maximize. We pursue the common progress of talents and enterprises.

8. Advertising strategy

1. Advertising target: The best corporate image brand can be achieved through advertising, increasing the popularity and reputation of the enterprise. rnrn　　2广告媒体的选择：rnrn　　媒体类别：网站、电视台、有线电视台、广播电台、报纸、杂志、公共汽车、出租汽车、霓虹灯、电视墙、 Buses waiting kiosk, light box and other methods.

9. Advertising manuscripts

TV ads

. Product image: practical, beautiful, romantic n
2. Main purpose of advertising: Encourage the public to buy China mobile communications. The user shows the extraordinary style.

3. Advertising positioning: High -quality, high -quality.

The picture 1: The protagonist opened the drawer, the mobile phone stood up and screamed. As if the owner called it, the owner picked up his mobile phone, put it in his ears, and turned to leave beautifully.

This Two: The protagonist throw the phone in the air, and the screen fixes: The mobile phone is thrown in the air. The advertisement is over. The sound sounds: "A new feeling!"

声 3: On the scene of a friend's party, in the process of playing, the protagonist's new -style mobile phone rang (the sound is particularly different). Friends are very strange, thinking what is called, the protagonist takes it out, it turned out to be a new -style mobile phone

1 thought on “the wholesale jewelry king Find a famous brand to introduce some things about CI”

Harriet
November 24, 2022 at 1:55 am

wholesale indian jewelry nyc Corporate image advertising planning (case)

The mobile communications corporate image advertising plan

. Planning instructions

in recent years, with mobile mobile The rapid development of communication and Internet network has become the main theme and main driving force for the development of the entire communication industry for almost a period of time. However, too high expectations have also produced many unrealistic fantasies. After a vigorous hype, the early drawing of a large amount of funds made the prospect of mobile internet that was originally unanimously favored. In this context, China Mobile, as the world's largest GSM operator, what views on mobile internet, how China Mobile has evolved to 3G, and how mobile internet develops in China.

2. Company introduction

The China Mobile Communications Group Corporation (referred to as "China Mobile") is based on the deployment and requirements of the state's reform of the telecommunications system, and established on the basis of the overall peeling of mobile communication assets of the former China Post and Telecommunications Administration Important backbone enterprises, established on April 20, 2000, and managed by the central government.
The registered capital of China Mobile Communications Corporation is 51.8 billion yuan, assets exceeding 320 billion yuan, and more than 110,000 employees. China Mobile Communications Corporation has a wholly -owned subsidiary in 18 provinces (autonomous regions and municipalities) in China, wholly owned China Mobile (Hong Kong) Group Co., Ltd., and China Mobile (Hong Kong) Co., Ltd. controlled by it (Autonomous Region and Municipality) set up wholly -owned subsidiaries and listed in Hong Kong and New York. China Mobile Communications Corporation and its subsidiaries are the parent and subsidiaries that take the capital as the link and the network and business as the chain.
This China Mobile mainly operates mobile phonetic, data, IP phones and multimedia business, and has the operating rights of the computer Internet international networking unit and the business management rights of the international entrance and exit bureau. In addition to providing basic voice business, it also provides a variety of value -added businesses such as fax, data, IP phone, information on demand, mobile banking, global WAP, etc. It has well -known service brands such as "Global Connect", "Shenzhou Xing", "Mobile Dream Network", and the Internet. "139, 138, 137, 136, 135" has been well known.
In China Mobile has always played a dominant role in the development of my country's mobile communication, and occupies an important position in the international mobile communications field. After more than ten years of construction and development, China Mobile has built a comprehensive communication network with a wide range of coverage, high communication quality, rich business variety, and first -class service level. The Internet has covered most counties (cities) across the country. The main traffic trunk lines are continuously covered. The key areas in key areas in the city have basically achieved indoor coverage. The GSM mobile phone exchange capacity has reached 137 million. ), More than 130 mobile communications networks in more than 70 countries opened international roaming business, and the Internet scale and customer scale ranked first in the world.

The China Mobile has successfully entered the international capital market. After the successful listing overseas in 1997, good operating performance and huge development potential have attracted many international investment. Essence At present, China Mobile (Hong Kong) Co., Ltd. is the largest market value of my country in China. According to the latest ranking of the Fortune 500 announced by the US "Fortune" magazine, China Mobile first entered the top 500 in the world, ranking 336th.
During the "fifteenth" period, China Mobile will accelerate the development of the mobile Internet, actively promote the development of basic networks towards broadband, the development of communication business to diversify, support the development of centralized systems, and the development of the decision -making system to the Internet. Mobile informatization promotes social informatization. Facing the new century, China Mobile will cultivate a group of large -scale enterprise groups with international competitiveness in accordance with the requirements of the country, and take the strategic goal of "creating a world -class communication enterprise" as the strategic goal, shoulder the "innovation of unlimited communication world, as an information society pillar" Mission, carry forward the corporate spirit of "reform and innovation, only strive for day and night, hard work, and teamwork", follow the service concept of "communication from the heart", and always pursue customer satisfaction services to create for the country, society, enterprises, and employees. Grand value, strive to enter the ranks of world -class communications as soon as possible.

three. Product analysis

1. Datoma business-Mobile Dream Network-
The supermarket in your palm. Monternet Mobile Dream Network is a business brand provided by China Mobile Communications Group Corporation to mobile customers. Under this brand, many high -quality services launched by China Mobile and joining service providers. China Mobile has created a variety of and different customers with its own communication network resources throughout the country and connecting all over the world, and many service providers in their respective focus and content resources.

. Voice business -In addition to providing basic voice services services, China Mobile Communications Corporation also provides voice mail, mobile secretary, main call number display, call transfer, call waiting, call limit and other types, etc. Value -added business.

. Customer service business -the corporate purpose of China Mobile Communications Corporation is: pursuing customer satisfaction services. China Mobile is in the service industry. The connotation of our services includes perfect and personalized business provision, and emphasizes meticulous, considerate and people -oriented customer service. China Mobile takes customer satisfaction as an eternal pursuit and the guidance of customer needs

4. International roaming -as the largest GSM operator in China, China Mobile Communications Group Corporation and its company's network covers the whole country. city). As of the end of 2000, China Mobile's GSM network has opened an international roaming business with 116 mobile communications networks in 63 countries. China Mobile is moving towards the goal of "world -class communication companies".

. Found analysis

(1) problems existing in the communication manufacturing industry

. Repeated introduction and construction are common. Among the many companies, there are very few benefits of the scale. Preliminary statistics account for only 10%of the total. The manufacturing market has become a battlefield for foreign companies to compete, and more than 90%of foreign products in the mobile phone market.

. Low scientific and technological investment: The technology investment of foreign communications manufacturing industry is far higher than that of my country. For example, the technology investment of foreign mobile communication generally accounts for 10-16%of sales, while my country only accounts for 2-6 %, Resulting in weak independent development technological innovation capabilities, even if there are some results, it is difficult to become a product.

3. Technical backwardness: Foreign companies have a technical blockade in our country. Domestic companies cannot develop independent development capabilities through digestion and absorbing, so that my country's communications industry has fallen into the "generation and generation of introduction" and being subject to people. Many areas cannot compete with foreign companies.

4. Differential enterprises, poor benefits: Enterprises pursue the "large, complete, small, and comprehensive" model, causing many problems such as small size, weak competitiveness, and waste of resources. According to statistics, in the entire industry, the entire industry Large and medium -sized enterprises account for only about 16%, and their products are mostly duplicated.

5. Credit service and product manufacturing disconnection: Due to the acceleration of the telecommunications network, the ethnic industry cannot meet the needs, and it can only rely on imported equipment. Big companies in various countries have entered my country's market, bringing great impact on the ethnic industry, and causing confusion and management difficulties in the telecommunications network system.

(2) The problems of communication and transportation business

In the introduction of competition, there will be a market adjustment process. For example, after wireless paging has become an open business, the operators of many cities flocked up. Many small -scale platforms were fast -moving, and they could make some money in the early stage, but they could not reach the economic scale. Losses were eventually merged or withdrawn from the market. It should be recognized that the intensification of competition is the inevitable result brought by the rich profits, and the merger of Xiaotai is also a normal rectification of blind development in the early days. To minimize the waste of this blindness to social resources.

5. Market analysis

The communication prospects in my country's communications industry have good and broad development prospects, which can be analyzed from two aspects and made development predictions.

1. The development of telecommunications business has expanded space for the communications manufacturing industry

in 1998 my country's telephone penetration rate has just exceeded 10%. There is still a big gap, and there is still a lot of room for development. In most parts of the eastern and central parts of China, the city telephone has been transferred to the buyer's market, but there will still be 800-9 million new city telephone users each year. With the development of the rural economy, the growth rate of rural telephone will exceed the urban telephone and it will last for a period of time (a process of promotion from east to west), which can increase by an average of 600-7 million households per year; mobile phones can remain high. The growth rate is expected to increase an average annual increase of 5-6 million households, and it is expected to reach more than 40 million households by 2000. The porch market potential will still be great. %, But it is still far lower than the 10%popularization rate of Western countries. In addition, the paging hotspots will be shifted from gradually saturated developed cities to the central and western regions, small and medium cities and rural areas.

2. The communication manufacturing industry is facing a broad market

The country is currently the largest switch market in the world. 40%of emerging developers' telephone penetration rates, my country's switching machine installation capacity also takes 20 years to continue to grow at a high speed; my country's current mobile communications users are 13.2 million, of which about 6 million are GSM users, and it is expected that it will reach 3,000 by 2000 by 2000 by 3,000 by 2000 -40 million households, and most of them are GSM users, so GSM will maintain a high -speed growth trend in nearly 2 to 3 years, but at the same time, we should also pay attention to the movement of third -generation mobile communication technology to grasp the future market.

6. Competition analysis
The amazing development and change of the China Telecom market is both challenging and opportunity for mobile communication. The emergence and use of Internet led to a revolution that swept the global, data -based Internet challenge to traditional telecommunications networks. Multimedia communication will replace speaking communication. Advanced broadband transmission network suitable for data communication will become the mainstream of future telecommunications networks. The development of the Internet has brought miracles to the entire world, and we can no longer use conventional standards to measure an enterprise or market. In the future world, the future market belongs to those companies that dare to dream and innovate. There is no way in the future. In the future, it is a pioneer. May our mobile communication can bring new changes to China's future telecommunications industry and become the leader of the Chinese telecommunications industry in the future. With the arrival of the new century, the telecommunications industry is further developing at an alarming rate. It brings not only a huge opportunity, but also a severe market challenge. If you seize this opportunity, China can catch up with the pace of developed countries; if you miss this opportunity, it is not only the regret of China's communication industry, but also China's regrets, we may lose not only a business opportunity, but also an era. Today, the development of the telecommunications industry has ordered the traditional business model to be eliminated. As a telecommunications company in the future, how to adapt to the new economy in the future, survive and develop in competition is the biggest problem currently facing

The development of the Chinese telecommunications market is amazing, and the break of telecommunications monopoly has brought huge market potential to enterprises. However, the competition of several operators and the particularity of the Chinese market are the realistic issues facing telecommunications operators. We should first carefully analyze our opponents and markets, and take the path of reform and innovation in order to occupy a place in the Chinese telecommunications market. Let's briefly analyze the situation of several major domestic operators:

1. China Telecom

This China Telecom is worthy of the originator of the Chinese communications industry. Network; relatively complete network management system, maintaining the system. It is characterized by the entire network, with a wide network coverage, spread throughout the country, has many types of business business, and the enterprise structure is huge.

. China Unicom

Since its establishment in 1994, more than 100 branches have been established in 30 provinces across the country. It is currently the most complete operator in China's business telecommunications business and has strong competitiveness.

3. China Jitong

was established in 1994. It mainly operates Internet data communication business and IP telephone business, and its development speed is relatively fast. It is expected that 150 branches will be completed by the end of this year. Essence It has a certain scale and the Internet market.

The biggest feature of China's telecommunications market competition in the 21st century is market -centric service competition. To achieve a competitive advantage in the future market, providing customers with satisfaction with customers is the foundation of corporate strategy. To make customers satisfied, the service that is satisfied with not only should we adapt to the development trend of large bandwidth and three networks, but companies should pay more attention to marketing strategies and truly achieve customer -centric marketing systems. To achieve the customer's market -centric service, the following aspects should be considered:

7. Corporate culture

R n If an enterprise is an organic body, the mission of the enterprise is the soul of this organism, and values and culture are the spiritual power and pursuit of the enterprise. While the Netcom company uses new systems and new technologies to create China New Telecom, it also builds the common values of Netcom people and create a common corporate culture of Netcom. These values and culture have been a summary of Netcom people in the past few months. She will continue to enrich and improve with the development and growth of the enterprise.

The user first, serving customers with intentions is a relative that we cannot say. Customers provide enterprises with opportunities to realize their own value, provide employment opportunities and sources of profits for enterprises. They are our parents and food parents, and they are people who love their loves. In Shenyang Telecom, customers are always right, and companies will never say anything to customers.

We service for customers with intention. We can do our best to meet our customers, we provide customers with a tailor -made personalized service; we provide customers with the services that competitors do not have; we provide customers with a return that exceeds its expected expectations; we provide customers with unexpected surprises. We make customers feel that Shenyang Telecom is their most trustworthy person. We are the best solvers of their problems and their best partners. We use sincerity and sincerity to exchange customer satisfaction and loyalty.

2. The image of the industry:

We each are the image ambassadors of the enterprise, and they are the window for enterprises. Customers know companies through contact with our employees, our words and deeds, behaviors, and factions are the epitome of the enterprise.

has different departments inside the enterprise, and there are different employees within the department, but in the eyes of customers, there is only one Shenyang Telecom. Each of our employees is a living representative of the enterprise, and they are all -round enterprise entities.

Employees and enterprises are community of interests. The good and bad of the corporate image directly affects the vital interests of each of our employees. The image of employees shaping and maintaining the enterprise is to safeguard the interests of employees.

3. Industry collaboration concept: ——— to ensure the smoothness between the meeting nodes

. Enterprise is a network, each department and each employee are a node Essence The effective operation of the network depends on the unconditional unblocked nodes, and any node interruption will cause the entire network to be paralyzed.

5. Customers choose telecommunications is choosing the entire telecommunications network rather than a node. It is to choose the entire enterprise rather than a certain department or individual. Unblocked is our biggest responsibility for customers. On the issue of "unblocked", we have no right to talk to our customers. We are not qualified to reduce the standards unilaterally. The unpreparedness of the unconditional node means that we must ensure the smoothness of this node; it means that we must take the initiative to take the initiative to take a step forward on the basis of ensuring the smooth flow of this node; it means that we all have the responsibility and obligation to ensure the upper and lower lanes. It is effective and smooth; it means that the background must support the front desk, and all staff must obey the market; it means that we must consider issues from the overall situation and overall. Without the smooth flow of other nodes, there is no smoothness of the entire network.

6. The concept of competition: ——The better than the opponent

Is we welcome competition. "Survival of things, survival of the fittest", competition can make gold glow, competition can stimulate human huge potential, competition can awaken the company's infinite vitality, competition can win the fittest Intersection

We confidence to face competition. We have an excellent team of employees, and we have glorious historical heritage. We have the brand reputation that we all know about women and children. We have countless success of success. Success is the mother of success. Confidence.

The competition is not your death. The competition is not a fish dead. Competition is a contest of speed, patience, and demeanor, and a promotion of energy. No matter how powerful the opponent is, no matter how difficult we are, we are confident than our opponents.

7. Corporate crisis concept: -The biggest crisis is that there is no crisis

The crisis is a shadow of comfortable. Regardless of whether we admit it or not, whether we are willing or not, the crisis always exists objectively, and it is always accompanied by us, and the "interruption" may occur at all times.

The pre -establishment of everything, no prediction, no crisis awareness is the biggest crisis. The crisis is common, and the crisis is objective. If the crisis is not available, the crisis will be sneaked from sneaking, from small to large, intensifying, and eventually causing catastrophic consequences.

The residence in the crisis of the danger of the danger; No matter how much we achieve, no matter how seductive the situation we face, no matter how others praise us, we must be as thin as the ice and the alarm bell!

The crisis is both a challenge and an opportunity. The best way to deal with the crisis is to cultivate the alertness to the crisis. "Then" stop ", the enterprise must be people -oriented. The pursuit of human beings is pursuing humanity -oriented, human -based personality, and human creativity, with human self -realization, and maximize people's value. Self -management is an effective form of human -based management. Through self -management, employees can maximize their own potential and achieve a comprehensive and free development of people. We are pursuing people -oriented, but we must not indulge and relieve people. Without rules, it is not a square. For those words and deeds that deviate and resist in the direction of the development direction of the enterprise, it is necessary to standardize through the corresponding system.

8. Corporate Talent Outlook:

In the company to run a school, and the joint growth of talents and enterprises If the company is an organic body, the mission of the enterprise is the soul of this organic body, and the Values and culture are the spiritual strength and pursuit of the enterprise. While the Netcom company uses new systems and new technologies to create China New Telecom, it also builds the common values of Netcom people and create a common corporate culture of Netcom. These values and culture have been a summary of Netcom people in the past few months. She will continue to enrich and improve with the development and growth of the enterprise.

Enterprises are learning organizations and schools for employees. Enterprises provide sufficient opportunities and space for the growth of talents, and each employee can show their talents on the stage of the enterprise. In telecommunications companies, ordinary employees can grow into excellent employees, and general talents can grow into excellent talents. Enterprises are stage without ceiling. The opportunities of enterprises will always be open to employees.

The talents who can create value for enterprises are the talents that companies really need. Enterprises are profitable organizations, and the contribution of enterprises to society depends on the company's own value creation capabilities. Similarly, the value of talents on enterprises also depends on the value creation of talents. For enterprises, employees who can continue to create value for enterprises are talents.

The talents and enterprises are communities in interest. The unilateral development of talents and enterprises is limited. Only by common progress can the value of both parties maximize. We pursue the common progress of talents and enterprises.

8. Advertising strategy

1. Advertising target: The best corporate image brand can be achieved through advertising, increasing the popularity and reputation of the enterprise. rnrn　　2广告媒体的选择：rnrn　　媒体类别：网站、电视台、有线电视台、广播电台、报纸、杂志、公共汽车、出租汽车、霓虹灯、电视墙、 Buses waiting kiosk, light box and other methods.

9. Advertising manuscripts

TV ads

. Product image: practical, beautiful, romantic n
2. Main purpose of advertising: Encourage the public to buy China mobile communications. The user shows the extraordinary style.

3. Advertising positioning: High -quality, high -quality.

The picture 1: The protagonist opened the drawer, the mobile phone stood up and screamed. As if the owner called it, the owner picked up his mobile phone, put it in his ears, and turned to leave beautifully.

This Two: The protagonist throw the phone in the air, and the screen fixes: The mobile phone is thrown in the air. The advertisement is over. The sound sounds: "A new feeling!"

声 3: On the scene of a friend's party, in the process of playing, the protagonist's new -style mobile phone rang (the sound is particularly different). Friends are very strange, thinking what is called, the protagonist takes it out, it turned out to be a new -style mobile phone

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