A Case Study Of Zoomnetwork's WLAN Product Strategy Based On Chinese Telecom Operators Market

New products, new techknowledgies and new mankets are permanent topics of high-tech enterpirses, which leads product strategy to be essential. Factors like how to analyze strategic conditions and competitive situation accurately, how to choose appropriate product strategy, how to guarantee correct implement of the chosen product strategy and to evaluate and adjust product strategy objectively during the process, determine whether products will reach the expected target of the enterprise.Product strategy is not an autonomous strategic area. It cross with many other strategic categories, and at the same time, requires applications of analysis and techniques of strategic study. However, there have not been many reseaches on development strategy taking products as paramount. Telecom industry demands a high degree of product innovation, quick updating of technology and high costs of R&D. It is also acompanied with high risk and short product life cycle. For the reasons above, a development strategy research focused on products has important significance.This dissertation discusses about the relational theories of product strategy, which includes the requirement of product management, the theoretical basis, such as the concept, the research content and significante of product strategy, the relationship between product strategy and other strategy, the form of product strategy, as well as the management process of product strategy.Based on theoretical basis, the article considers Zoomnetworks's product development strategy from 2008 to 2009 in WLAN (wireless local area network, one of wireless accesses) telecom operators market as a research case. It studies the analysis methods of the new product inovation, functional strategy, as well as the key elements of Strategy Selecting and execution in telecom field.In addition to theoretical assumption, case analysis is applied. In the article, Based on External environmental analysis from the PESTEL Model and the Enterprises interior environment analysis, plus the Market Segmentation and product classification, it amplifies the strategy analysis methods adopted by this case. Additionally, based on the SWOT model, amplifies the decision-making analysis procedure. At last, we can sum up the several major product strategies adopted by this case:strategy of product inovation, strategy of product combination, and marketing strategy, from which the key element of Strategy implementing has been concluded.Moreover, the constraction of WLAN telecom operating network has been started since 2001. But it experienced many fluctuations until a new upsurge was achieved in 2009. Up to the present, many decision makers of telecom operators still suspect the benefit of WLAN constraction. Whether it is nesessary to build WLAN network and how to build it up? What is the conection between WLAN and 3G? And how long can the WLAN project last? Facing those questions, this article hopes to provide suggestions through analysis of WLAN operation enverionment, market and products.