Study Of The Broadband Marketing Of Jining Telecom

With the development of China economy, especially after the entry to WTO, the domestic telecommunication industry will face the challenge of globe net enterprise; the domestic telecommunication market will face a genuine market competition. From the initial post and telecommunications office to the present 5+1 competitions pattern, the domestic telecommunication industry has launched a fierce competition in each level .With the development of people's living standard, there is an increasing demand of wide band internet service. Since the traditional service in the whole telecommunication industry is gradually shrinking, and there is no increase even negative in the income of traditional industry, the wide band internet service has already been an area which many ISPs invest much human resource and capital in to have it. As a filiation's organization of China Telecom, Jining Telkom has to seriously calculate and investigates how to exert its strength in wide band internet service and keep ahead in the wide band internet service. Applying theory to reality, this paper uses SWOT, PEST, Five-Force Model and other theories. It also detailed analyses the macroscopically environment in Joining, the competitors, customers and itself.This paper includes five chapters. The main of the first chapter is: research object, significance, content, the adopted theory, research path, which will provide a theory support for following chapters. The second chapter analyzes the competition environment of Joining Telecom, including macroscopic analysis, Joining Telecom microscopic environment analysis, SWOT analysis, competitor analysis and customer demand analysis. The third chapter analyses the development of wide band internet service in Joining Telecom. The fourth chapter confirms three kinds of objective customers and analyses the 4Ps to make its marketing strategy.I hope that this paper can provide a good thread to people in wide band internet service marketing in 3-5 years, and be a reference for them when making marketing strategy and actual practices.