Heze China Netcom Broadband Business Marketing Strategy Research

With the development of China economy, especially the entry of the WTO, the domestic telecommunication industry will face the global challenge. From the primary post office to the present 5+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. In Heze city, the net telecom as the leading operator is facing the unprecedented opportunities and challenges. How the company defenses, keeps the stocks and develops the incremental quantity; which marketing strategies it will take to beat the competitors, followers and the nichers "nibbling" the target markets and to win the market shares and customers maximally; 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 Heze Telecom is facing.The paper chooses the broad band of the Heze Telecom as the research object. In the beginning, the author uses the PEST theory to analyze the outside environment of the Heze broad band business. Then, the author analyzes the competition conditions of the Heze 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.