Internet Service Provider (isp) Marketing Strategy

With the advent and increasing popularity of Internet in China, number of subscribers is exploding and it also requires enterprises to have web presence in order to publicize itself and launch e-commerce. Almost out of nowhere, e-commerce web site sprung up, ICP's business looks tantalizing and promising and some web site launched online gaming channel. All in all, business related to Internet is expanding fast and that is exactly why some sort of Internet Service Provider becomes fatally important and ISP's business prospect looks optimistic. The paper is directed at the research on ISP, its user and its supplier and the objective of this paper or the problem this paper tries to solve is to make recommendations for ISPs on marketing portfolio strategy and how to gain competitive advantage. The paper has a brief review of domestic ISPs and its business and one of the ISP business will be emphasized as the main research target. Questionnaire is used for the research covering Beijing, Shanghai and Guangzhou. Accordingly, recommendations are based on the research. Recommendations are on two prospect: one is on service marketing portfolio and the other is on how to acquire competitive advantage for service providers. The paper's theoretical significance: / description on the status quo and prospect on domestic ISP business can help venture capitalist find prospective investment object. / The research on ISP business model can help service providers improve its business operations. / For IT vendors who is the supplier of ISP and its clients, the paper can also provide sort of guidance.