Research On The Marketing Strategy Of CNC (Guangzhou) Broadband Communication

Currently, the global fixed-network communications operators is gradually facing the increasing bandwidth demand but decreasing revenue and earning problem in telephone business. It's mainly due to the two reasons. First, the mobile communication is replacing the fixed-network communication rapidly. Second, the VOIP (voice over IP) business is obviously eating into the telephone business. And broadband business is becoming the newest point in the revenue increasing this period, it's more and more important of the status of broadband business. In order to take on challenges, the CNC established creative"Three Strategy"in 2003, they are Broadband Strategy, Olympic Strategy and Internationalization Strategy. Broadband Strategy is the core。In 2006, a goal of business transformation has been indicated by the CNC, which shouid to become a provider of broadband communications and multi-media services.This paper introduces the internal environment and the external environment of the CNC(Guangzhou), then points out the advantages, disadvantages, opportunities and challenges. It's explaned how CNC(Guangzhou) should take the advantage in building into an advanced multi-media communication network service provider with great customer service and scientific management, the customers of broadband business will expand to 150, 000 in 2010, with at least 25% of the marketing share, 70% individual penetration, and 55% of the broadband service marketing. It sets out an objective for the CNC(Guangzhou) broadband business marketing strategy, offers the strategic programm from the product, channels, price, promotion, support perspectives.This paper is a briefly strategic research of the CNC(Guangzhou) broadband business. However, it's still limited in the marketing strategy. For example, there is no future in the broadband service strategy after the reform of the telecommunication industy. Therefore, the strategic goal and executive plan may be adjusted, along with the business development and the environmental changes. The CNC(Guangzhou) must to be attention in strategic executive result based on real-time evaluation, many adjustment will be required to fit the new situations.