Henan Netcom Broadband Business Marketing Strategy Research

Faced with the sluggish growth of traditional telecommunication service, as well as anticipating a bright future of broad-band service market, the telecommunication operators poured a huge amount of money to the construction of broad-band community network in recent years. But there was only a few people who would like to pay for the broad-band service, which was far beyond the operators' anticipation.Under the principles of marketing management, the paper firstly did a through analysis of the macro and micro environment of henan CNC broad-band service, then had a study about the behavior of internet users. With these analysis, the broad-band market was separated into two catalogues: the enterprise market and the individual market.After the SWOT analysis and the building of BCG business unit model, the target market was switched from the individual market to CLEC and MNC large company. The competition strategy of Henan CNC broad-band service was positioned at differentiation strategy. Under the principle of differentiation strategy, marketing strategy was set in the aspect of product, pricing, channels, and promotion.In order to realize the product differentiation, a variety of content provider were invited to join Henan CNC in the offering of broad-band content services. CNC-Connected and CNC-community were developed for the two separated market.The pricing strategy for the enterprise market was set to be high price with high value service. For the individual market, it was middle level price with more content services. The relationship curve of total cost to user percentage was drawn, the profit and loss balance point was found.Using sales channels in the developing of SME and individual market, and maintenance agent in the operation and maintenance of broad-band networks. Building a performance assessment system and incentive system.Flexibly integrate media advertising, public relation, promotion and service show-how to form the integrated marketing communication for the broad-band service, deliver an image of technical leader and content leader to the public.