Table of Contents 目录
EXECUTIVE SUMMARY 执行摘要
1.0 INTRODUCTION 导言
1.1. BACKGROUND 背景
1.2 RESEARCH AIM 研究目标
2.0 THEORETICAL OVERVIEW 理论概述
2.1 MARKETING MIX THEORY 营销组合理论
2.2 MARKETING MIX 4P MODEL 营销组合4P模式
3.0 TELSTRA’S MARKETING STRATEGY 澳大利亚电信的营销战略
3.1 PROMOTIONAL STRATEGY 澳大利亚电信的营销战略
3.2 PLACE 位置
4.0 CONCLUSIONS AND RECOMMENDATIONS 结论和建议
REFERENCES 参考文献
Executive Summary 执行摘要
This report will analyse the marketing mix strategy of Telstra Corporation Ltd, and explores how this company’s market strategy fits in the market mix 4P model. The findings indicate that Telstra’s website and social media pages play a critical role in not only displaying its products but also in providing accessibility to such products through its online ecommerce portal. Furthermore, it has set up information desks in different locations across the Australian market to provide consumers with critical information about it products. With regard to promotion, Telstra provides its consumers with different offers as a way to attract their attention. It also includes huge discounts and special promotions during specific seasons such as Christmas season as a way to attract consumers. Importantly, the report recommends that Telstra need to use courier services to deliver its tangible products to remote areas where it has no service desk offices. Similarly, the report recommends that the need for Telstra to introduce special package promotion for its loyal customers to enhance its level of customer retention.
本报告将分析澳大利亚电信有限公司的营销组合战略，并探讨该公司的市场战略如何符合市场组合4P模型。调查结果表明，澳大利亚电信的网站和社交媒体页面不仅在展示其产品方面发挥着关键作用，而且在通过其在线电子商务门户提供此类产品的可访问性方面也发挥着关键作用。此外，它还在澳大利亚市场的不同地点设立了咨询台，为消费者提供有关it产品的关键信息。在促销方面，澳大利亚电信为其消费者提供不同的优惠，以此吸引他们的注意力。它还包括在特定季节（如圣诞节）的大幅折扣和特别促销，以此吸引消费者。重要的是，报告建议澳大利亚电信需要使用快递服务将其有形产品运送到没有服务台办公室的偏远地区。同样，报告建议澳大利亚电信有必要为其忠实客户推出特别套餐促销，以提高其客户保留水平。
1.0 Introduction 导言
1.1. Background 出身背景
The telecommunication industry in Australia plays an instrumental role in the dissemination and sharing of information in this market. Whereas telecommunication in this market has different segments including television, radio and telephone, the telephone segment remains as the leading segment in this market. Telstra Corporation Ltd., which usually referred to simply as Telstra is the leading company that provides telecommunication services in Australia. This company provides products such as smartphones and routers, and services such as voice and internet services and pay television among others (Telstra, 2017). An analysis of this company’s historical traces its roots way back to 1901. In 1901, the Commonwealth Government established the Postmaster-General’s Department (PMG) to be in charge of every activity relating to postal services, telegraph and telephone with the domestic market of the Australian Federation (Australian Competition & Consumer Commission, 2011). In 1946, the Australian government established another body called Overseas Telecommunication Commission. The merger of the Overseas Telecommunication Commission and Australian Telecommunication Corporation in 1992 established the Australian and Overseas Telecommunications Corporation Limited, which was later renamed the Telstra Corporation Limited in 1993 (Australian Competition & Consumer Commission, 2011). Telstra currently has a market capitalisation of AU$32.73 billion (Reuters, 2018).
澳大利亚的电信业在该市场的信息传播和共享中发挥着重要作用。鉴于该市场中的电信有不同的细分市场，包括电视、广播和电话，电话细分市场仍然是该市场的主导细分市场。Telstra Corporation Ltd.通常简称为Telstra，是澳大利亚提供电信服务的领先公司。该公司提供智能手机和路由器等产品，以及语音、互联网服务和付费电视等服务（澳大利亚电信，2017年）。对这家公司历史的分析可以追溯到1901年。1901年，联邦政府成立了邮政总局（PMG），负责与澳大利亚联邦国内市场有关的邮政服务、电报和电话的所有活动（澳大利亚竞争与消费者委员会，2011年）。1946年，澳大利亚政府成立了另一个机构，称为海外电信委员会。1992年海外电信委员会与澳大利亚电信公司合并成立了澳大利亚海外电信有限公司，后于1993年更名为澳大利亚电信有限公司（澳大利亚竞争与消费者委员会，2011年）。澳大利亚电信目前的市值为327.3亿澳元（路透社，2018年）。
Despite its long history and its origin as a government body, Telstra faced stiff competition from different telecommunication companies, and particularly, Optus, which is the second largest telecommunication company on the Australian market. Speaking from this point of view, there is a need to analyse how Telstra uses marketing mix to affirm its position in the market and wade off competition threats.
尽管Telstra历史悠久，起源于政府机构，但它面临着来自不同电信公司的激烈竞争，尤其是澳大利亚市场第二大电信公司Optus。从这个角度讲，有必要分析澳大利亚电信如何利用营销组合来确认其在市场中的地位，并摆脱竞争威胁。
1.2 Research Aim 研究目标
The aims of this report are to examine Telstra’s marketing mix strategy, and particularly the 4P marketing mix model as a promotional strategy to strengthen its position on the Australian market. With this in mind, the report will first examine the individual elements in the 4P marketing mix model. The report will then apply the 4P model to Telstra’s marketing mix strategy. Lastly the report will evaluate the strengths and weakness of this marketing mix strategy and make recommendations on how to improve it.
本报告旨在审查澳大利亚电信的营销组合战略，尤其是作为一项促销战略的4P营销组合模式，以加强其在澳大利亚市场上的地位。考虑到这一点，本报告将首先检查4P营销组合模型中的各个要素。然后，报告将4P模型应用于澳大利亚电信的营销组合战略。最后，报告将评估这种营销组合策略的优势和劣势，并就如何改进提出建议。