The Strategical Study On The Broadband Marketing Of ShenYang Netcom

The broadband business is the most vigorous in the informization process, and has wide utilizations. In order to deal with the competition of the foreign operator, the Chinese basic telecom operator must enlarge the market share in time in a limited period, must deeply analyze with the broadband market to investigate and working-out an efficient means to promote the marketing skill level and enhance the core competition, therefore, the operation of Chinese broadband business will be well developed.By the end of 2006, the broadband service, which was started in Shenyang Netcom in 2001, has brought Shenyang Netcom 472,000,000RMB income and 560,000 broadband users in total in Shenyang city. And the broadband service has become the most profitable business in Shenyang Netcom. From the leaping development of broadband-service users in Shenyang Netcom, we can tell its marketing policy has played a critical role in building this up.By analysing the internal and external environments and the marketing policy of broadband service business in ShenYang Netcom, we uncover the major challenges what ShenYang Netcom meet, and the key factors, which may have bad influence on future business development, as well. On the basis of practices, marketing theories and huge data base, after our professional analysis through Porter's Model and SWOT analyses,we know what situation ShenYang Netcom is in, and we know how to improve its future broadband service business by improving its existing marketing policy. Further more, based on Market Segmentation theory, we suggest ShenYang Netcom relocating its target market and hereby proposing the combined marketing strategy for its future broadband service business, and expect this may give some help to its future broadband service business.