Analýza komunikační strategie mobilních operátorů

The thesis focuses on telecommunication market in the Czech Republic, especially on the methods, which three main operators use for their communication with customers. The thesis is divided into three parts when in the theoretical part the partial goal is to gather information about current trends in communication strategy and find specifics for area of services and telecommunication. In the next part, there is an analysis of the market of mobile operators in the Czech Republic; including short list of history and evolution of each operator. In the last part, which is practical, the thesis focuses on communication strategy of Telefónica Czech Republic, a.s. and demonstrates approach of Telefónica CZ to their communication strategy. Evaluation of the campaign, such as its efficiency, is important part of the thesis and it is based on the results of intern research. This thesis brings a new way of looking at operators' communication strategy and complex evaluation of their strategies.