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摘 要

我国电信通信市场发展迅猛，经过改革重组，电信领域已打破垄断，怀远电信分公司面临着前所未有的挑战，主要集中在怀远移动、联通、网通三个方面。怀远联通公司通过存话费送手机及CDMA“绿色环保”宣传抢占了高端客户，同时联通的“返乡卡”、怀远移动“家园卡”低廉的话费也赢得了低端用户的青睐，网通资费低廉等，怀远电信分公司的日常营销处于多头夹击的困境之中。
本文通过对电信通信市场现状分析，对移动、联通及网通的市场发展现状和趋势展望及其快速发展的原因分析，深入研究了怀远电信分公司营销中的问题，并从产品、服务、定价策略、营销渠道、促销等几个方面提出解决的办法，对怀远电信分公司提出可行的营销方案。面对怀远电信分公司市场营销中的种种问题，本文从实际出发，对怀远电信分公司的市场营销环境作了较全面详细的分析，研究了怀远电信分公司在这样的营销形势下面临的机遇和挑战。笔者认为，怀远电信分公司要在激烈的市场竞争中保持领先地位，实现公司的长久持续发展，必须要拥有明显的长期竞争优势并实施正确的市场营销策略。
关键词：市场细分； 营销策略； 竞争态势； 营销组合；

Our country telecommunication correspondence market development is swift and violent, undergoes the reform reorganization, the telecommunication domain has broken the monopoly, the Huaiyuan telecommunication subsidiary company is facing the unprecedented challenge, mainly concentrates in Huaiyuan moves, the link, the net to pass three aspects. The Huaiyuan link company through saved the phone bill to deliver the handset and CDMA “the green environmental protection” the propaganda has seized the high-end customer, simultaneously the link “returned to one's native village the card”, Huaiyuan to move “the homeland card” the inexpensive phone bill also to win the low end user's favor, the net has passed the fees inexpensively and so on, the Huaiyuan telecommunication subsidiary company's daily marketing is in the multi-thread converging attack's difficult position. this article through to the telecommunication correspondence market present situation analysis, to moves the market development present situation which and the tendency forecast and the fast development reason analysis, the link and the net pass, in the deep research Huaiyuan telecommunication subsidiary company marketing's question, and from the product, the service, the fixed price strategy, the marketing channel, the promotion and so on several aspects proposed that solution, proposes the feasible marketing plan to the Huaiyuan telecommunication subsidiary company. Facing Huaiyuan telecommunication subsidiary company market marketing's in all sorts of questions, this article embarks from the reality, has made the full detail to the Huaiyuan telecommunication subsidiary company's market marketing environment the analysis, has studied the Huaiyuan telecommunication subsidiary company the opportunity which and the challenge is near under such marketing situation. The author believed that the Huaiyuan telecommunication subsidiary company must maintain the leading position in the intense market competition, realizes company's long-time sustained development, must have the evident long-term competitive advantage and implement the correct market marketing strategy.
key word: Market segmentation; Marketing strategy; Competition situation; Marketing combination;