Marketing Strategy Analysis Of The Broad Band For Rizhao Telecom

With the development of economy, especially the entry of the WTO, the domestic telecommunication industry will face the global challenge. From the primary post office to the present 1+1+1 competition pattern, the domestic telecommunication companies have competed very fiercely in every aspect. With the improvement of people's living conditions, there is an increasing demand of wide brand internet service. When the traditional business of the fixed telecommunication industry is gradually shrinking, and the zero increase, even the minus increase appears in the traditional business, the broad band business has been scrambled by every operator of the fixed telecommunication companies who have spared their labors and capitals into it. how it can gain more economic returns on the basis of creating the maximum values for the customers. Those are the important tasks which the RiZhao Telecom is facing.The paper chooses the broad band of the RiZhao Telecom as the research object. In the beginning, the author uses the PEST theory to analyze the outside environment of he RiZhao broad band business. Then, the author analyzes the competition conditions of the RiZhao broad band by Michael Porter's five forces model. Finally, based on the SWOT and consumption behavior analysis , focusing on the customers , satisfaction. products, prices, channels and promotion, the author puts forward the marketing strategies of maintaining and expanding the broad band market.