China Telecom is determined to reform its channels. On the basis of fully mobilizing the enthusiasm of social channels, we will further strengthen the construction of free channels and promote the four marketing channels: key account manager system, community manager system, rural turn-key responsibility system and "10000" customer service center system. Key account managers always pay attention to the market dynamics of key customers, provide customer needs to the customer response center and related back-office departments through exchange meetings and symposiums, and timely repair the after-sales service and obstacle acceptance of key customers; Community managers and rural contractors take the initiative to come to the door and conduct face-to-face and one-on-one marketing propaganda and mobilization; The "10000" customer service center broke through the business acceptance limit, conducted targeted active marketing through telephone call-back and retention system, and grasped the first-hand information of customers.

In addition to establishing an "online business hall", China Mobile and China Unicom have spared no effort to promote "customized mobile phones", such as China Mobile's previous launch of customized mobile phones; China Unicom CDMA prepaid phone bills to send mobile phones, guaranteed mobile phones and "one-dollar purchase" all belong to this situation. In addition, operators have gradually entered the field of mobile phone retail, and China Mobile and China Unicom have successively established their own mobile phone stores.

In short, the sales model of operators leading the industrial chain has increasingly become a highlight of telecom channel marketing. At present, the communication network is gradually evolving and upgrading from 2G to 3G, and various new services and applications emerge one after another. Every new service needs the necessary hardware support from mobile phones supporting corresponding functions, so operators have made great efforts in sales channels. Song Junde, a professor at Beijing University of Posts and Telecommunications, believes that operators should play a leading role in the industrial chain. In the industrial chain, operators are the main providers of telecommunication services, and also the main "value implementers" and "value distributors" in the industrial chain. Therefore, in the process of industrial development, operators should play the role of organization and coordination, actively seek cooperation with downstream related enterprises, explore new cooperative relations, balance the interests of all parties, and realize the common development of all parties in the industry.

Operators use the Olympic Games to play sports cards, and sports marketing has become a hot spot in telecom marketing.

Sports marketing has now become the knowledge of all walks of life, and telecom operators also entered the ranks of sports marketing in 2004. As a global event, the Olympic Games has attracted the attention of the whole world, and the market effect achieved by operators in establishing their own business and brand connection with the Olympic Games is self-evident. During the Olympic Games, China Telecom skillfully linked its brand new vision with the Athens Olympic Games by providing new vision services for badminton players going to Athens. China Telecom Internet Star also cooperated with China Olympic Star to launch the program "Direct Attack on Athens-Video on Demand". China Mobile not only launched the "Lighthouse Athens" Olympic theme information service, but also launched the global communication "I can" brand, which fully explained the brand connotation of "I can" with the Olympic competitive spirit. During the Olympic Games, China Unicom teamed up with CCTV to create a special program "Unicom Athens", and also launched a "world wind" dual-mode mobile phone by taking advantage of the Olympic East Wind. During the Olympic Games, Netcom played the slogan of "China Net, Wide World", and even won the sponsorship right of the 2008 Beijing Olympic Games at great expense, which showed the great charm of sports marketing from one side.

According to statistics, the mobile "Fire of Athens" event attracted more than 5.33 million people to relay the flame through SMS, and only Guangdong Mobile gave back more than 3 million yuan in prize money during the event. In August, the performance of all operators has made great progress. It can be said that the 2004 Athens Olympic Games provided a stage for the sports marketing of operators. For the telecom industry, providing users with the most comprehensive and timely Olympic information is the most direct display of telecom operators' operational strength. Taking advantage of the favorable opportunity of the Olympic Games, we can also expand related businesses, expand our influence and raise our popularity in a short time.

Market segmentation and differentiated marketing strategies became the main features of telecom operators' marketing strategies in 2004.

In 2004, it has become common sense for telecom operators to divide the target groups according to users' age, psychological characteristics and behavior habits. On the basis of market segmentation, operators also realize the optimal combination of services, products and prices according to user needs. Based on the actual situation of China Telecom, telecom companies all over the country have launched package services for different users, such as "family photo" package service and "wisdom talk" package. Following the "M-Zone", China Mobile launched the "GSM" service for high-end business people. China Unicom's CDMA mobile phone also takes package service for different users as the main promotion means, and there are even "Unicom Sunshine Service Mobile Phone" for the elderly and "Disabled Desk" for the disabled. In addition, operators also pay attention to market segmentation from the perspective of industries, such as social security system, medical industry, power industry, logistics industry, meteorological system and so on. , and expand the scope of users by providing cross-industry services for other industries.

Accurate market segmentation and differentiated marketing strategies are the basis of telecom enterprises' market behavior. On the one hand, accurate market segmentation and market positioning enable operators to grasp the needs of users, provide services that meet the expectations of target users, and interact and react vividly to the product attitude, interest pursuit, lifestyle and psychological characteristics of target users, so as to cut into the market more accurately. On the other hand, market segmentation can also help operators understand the market in more detail and accurately, and point out the direction for further business expansion. When we carefully review the telecom market in 2004, we can find that there are fewer and fewer "big and comprehensive" services for all users. Almost every service has its own target user group, and differentiated marketing, as the code of conduct of operators, has been implemented in every market behavior.

In short, from the telecom market in 2004, we can be surprised to see that operators, as the main body of the market, have paid more and more attention to the choice and application of marketing methods. Besides channel marketing, sports marketing and differentiated marketing, brand marketing, combination marketing and service marketing are also widely used. With the development of telecom market and the increasingly fierce competition, marketing will become the key factor to determine the success or failure, and play an increasingly important role.