The Marketing Strategy Research On ASB's ADSL Products

The global ADSL market is developing sharply. HUAWEI, ASB and ZTE are the excellent enterprises on Chinese ADSL product market, which have owned 95% of the market share. ASB attaches importance to ASDL development all the times. Although it has some strength on product technology and price, ASB has a lower ADSL market share than HUAWEI. It's significant for other ADSL equipment enterprises to make the marketing strategy to investigate ASB's strategies on target market, product, price, place and promotion and then bring forward the strategy adjustment.In the article, the author analyzes ADSL's outside environments such as macroeconomic environment, industry competition situation and SWOT matrix etc., then gets the results that ADSL product faces some opportunities and threats in external marketing environment. The author reveals ASB's strength and weakness after he compares ASB with HUAWEI and ZTE and analyzes internal environments of ASB. Combined with the analysis of ADSL segmenting market, new strategy options of ADSL product positioning and target market selection are proposed. The author thinks that ASB has some strength in product and price, but with the huge competition pressure from HUAWEI and ZTE, ASB should optimize and improve its ADSL marketing strategies. The author points out ASB's disadvantage and the improvement measures after he studies its product strategy, price strategy, place strategy and promotion strategy. Finally the author concludes that ASB's competition ability will be promoted and its ADSL market share will be enlarged if ASB's marketing strategy is adjusted to a more appropriate orientation.In this article, the author adopts the following methods: combining the practice with the theory, combining qualitative analysis with comparative analysis and graphics analysis mode. The author pays more attention to analyze and solve practical problem based on application of management theory so that the research method shows more pertinence and practicability. The research result will offer some valuable reference and guidance to other ADSL equipment enterprises to make ADSL development strategies and put them in practice.