XX Netcom Broadband Business Development Strategy Study

Competition in the market has been intensified; mobile voice business and the large number of VOIP traffic has been diversion; especially traditional voice business operating income has fallen. FTNS operators are facing unprecedented challenges; voice market are declining, and business has not yet to take shape in transition, therefore China Netcom Broadband has become the key to the current development. China Netcom (Holdings) Limited XX Branch (hereinafter referred to XX Netcom) regards broadband strategy as the initial place of the three major strategies. At present there are three kinds of competitions in XX city's broadband market: XX Netcom, XX telecommunications and XX Railcom. Since the operator makes the broadband as a development priority and has invested heavily, XX city's broadband market is highly competitive.This paper firstly introduced the development situation in China's broadband services market, and then introduced the current development status of XX Netcom, as well as analysis the macro and micro environment. The broadband business external environment and internal conditions of the analysis, according to the theory of modern management and marketing development of the corresponding development strategies for the provision of XX Netcom broadband business development ideas.This paper studies marketing theory as the theoretical basis. According to marketing concepts, marketing management process includes: analysis of marketing environment, select target markets, the competitiveness of enterprises in research, develop marketing strategies. Analysis of marketing environment is the primary task of marketing management, marketing environment through the analysis of environmental opportunities can be found in enterprise development opportunities; choice target market is actually marketing environment further analysis, we found the target market enterprises, and products positioning, it mainly includes market forecasts, market segmentation, target market selection; on the analysis of the competitiveness of enterprises, so that enterprises can sustainable growth, help businesses develop long-term strategic plan for the development. All of the above analysis only through the development of marketing strategy can really play a role.Marketing theory the purpose of the study is to meet the needs of their target market at the same time, how to client interests, corporate interests and the interests of the community at the same time into their decision-making system to enable enterprises to be invincible.This paper will be theoretical and practical organic combined, through marketing theory to guide XX Netcom broadband business marketing strategy and marketing activities. To quickly get out of the current broadband operators of this embarrassing situation, so that XX Netcom broadband business in the fast developing in the direction of sound.