Broadband Commerce Operation Marketing Strategy Analysis Of Shenyang Unicom Company

The development of China economy, especially the development of information industry urges the small and medium enterprises to optimize the production and management flow, to integrate the up- and down-stream industrial chains, to enhance information exchange and propagandizing products, and to respond the clients timely.The cost on the construction and maintaining of communication facilities is beyond the affording ability of the small and medium enterprises, which lead to a slow informatization progress of these enterprises. In addition, the traditional telecom operators can not provide comprehensive and valid solution, which results in the separation of communication operation and IT increment operation and brings inconvenience to the clients.These above limitations have hindered the development of both small and medium enterprises as well as telecom operations. Broadband commerce operation is an effective solution to the above problems. Therefore, the author focuses on the study of the broadband operations in Shenyang Unicom company in this thesis.Firstly, based on the investigation of the status and prospect of broadband commerce market, the necessity of developing broadband commerce in Shenyang is discussed. Then, the opportunities and challenges of developing broadband commerce as well as the advantages and disadvantages of Shenyang Unicom are stated based on the analysis of the macro-environment, market requirement, market competition, and the internal environment of enterprises. The situation of the market competition of broadband commerce in Shenyang is analyzed by using a SWOT method. Moreover, the objective market and market positioning of the broadband commerce in Shenyang is ascertained, and the marketing strategies of the broadband commerce operations and necessary guarantees for actualizing the strategies are proposed.