Changsha Telecommunications And Broadband Services Marketing Strategy Research

January 2009, China's Ministry of Industry and Information Technology, the National Development and Reform Commission, and Ministry of Finance, the three departments above combined to effect, which are the results,China Telecom acquired the CDMA of China Unicom, including its assets and users, China Satcom incorporated into China Telecom completely, China Unicom merged with China Netcom, China Railcom incorporated into China Mobile. China's telecom industry broke the original "4+2" pattern, after the restructuring, China Mobile, China Unicom, China Telecom have obtained a 3G license, it also marks the pattern of the three pillars of China's telecommunications industry has been formed, at the same time that marked the telecom industry homogeneous and heterogeneous market into the market era of co-existence of oligopolistic competition. The research on marketing strategy of telecom broadband services in Changsha, not only conducive to Changsha telecommunications subsidiary of potential users of the majority of marketing activities, increase their profitability, while strengthening comparative advantage between Changsha telecom operators and other broadband services, enhance competition within the industry capacity, which to lay a solid foundation for change Changsha branch into excellent telecommunications carriers in China. Which also the basis for the later formulating scientific and rational development of marketing strategy. Then through SWOT analysis it carried out a detailed analysis of the environment of broadband business telecommunications market in Changsha, summed up its strengths, weaknesses, opportunities and threats. On this basis, they proposed principles and objectives of marketing strategy for broadband services in Changsha telecommunications, and marketing ideas and frameworks, followly developed 4P marketing mix strategy in line with the actual situation of Changsha branch of broadband telecommunications services. Finally, this paper advanced implementation process and security system of Changsha telecom broadband service marketing strategy, as the implementation process include:marketing planning, marketing list preparation, the final confirmation on implementation of the program channels, IT support preparation, to determine monitoring program during marketing process; security system, including establishing the modern marketing concepts, marketing system to establish a rational process, set up the IT support marketing system, assessment system improvements.This article analyzed the marketing environment of telecom broadband services in Changsha, at first from three macro-environments as the political, economic, technical aspects, then in terms of the demand environment, it analyzed from four different types of customer needs, as the scale from the users, access method requirements, users properties. And the article used five forces model threats,analyzed from five competitors as threat of potential entrants, the bargaining power of suppliers, bargaining power of buyers, threat of substitutes, the existing competitors. Then it explored problems of broadband business telecommunications market in Changsha, introduced Changsha Telecom, telecom broadband services in Changsha, and then discussed the status of business on broadband telecommunications services in Changsha, and from the brand, channel, advertising, public relations, promotions and other aspects, the article introduced business marketing situations of broadband telecommunications in Changsha marketing. On this basis, the paper proposed the shortcomings on telecom telecommunications broadband services market in Changsha currently.