Shaanxi Telecom Broadband Marketing Strategy Research

As a service provider in telecommunications service in Shaanxi area, Shaanxi Telecommunications Corporation started to develop broad-band service since 2002. Along with the consistent expansion of the investment and construction in broad-band metropolitan area network, broad-band service was elevated to the strategic height concerning the corporation's development in 2005. During subsequent five years starting from 2005 to 2010, the growth rate of broad-band users has reached 60%, which occupies the biggest share in Shaanxi broad-band market, provides the foundation for the sustained and fast development of Shaanxi telecommunications as well as playing a significant role in accelerating and promoting the transition towards integrated information service operator.The reconstruction of domestic telecommunications industry initiates the beginning of the competition of the full service telecommunications market. Broadband will become one of the main battlefields of the full service competition among three major telecommunications carriers. Meanwhile,3G technology grows to be matured as well as the triple play develops in an integral way, which marks the authentic arrival of the mobile web era. This thesis aims to focus upon the way that ShaanXi telecommunications is confronted with new trading environment, fulfilling the leap-forward development of the broadband. From analyzing the current situation of broadband industry and applying related marketing theory and literary review, carrying out research as well as SWOT analysis, it points out problems in four aspects concerning low-level application of broadband informationalization existing in Shaanxi telecommunication broadband industry marketing and unclear strategy in wireless web. The macro marketing environment of Shaanxi telecommunications broadband industry is sound, whereas the peer competition environment is increasingly tougher, but generally speaking, the opportunity surpasses challenge, and advantage surpasses disadvantage.Based upon the analysis mentioned above, this thesis points out that the product strategy of Shaanxi telecommunications broadband industry should make the branding of the advantageous industry through Tianyi broadband, insisting upon integration and realization of characterizing the product through sustainable innovation. On the price strategy, it should adopt new product with the apostrophe fat pricing, product portfolio pricing, and the pricing system is based upon program to cope with competition with appropriate pricing method. On the channel strategy, it should improve and promote traditional marketing channels such as mobile service hall as well as exploring new ways of marketing channel. On the promotion strategy aspect, it should adopt various sales promotion methods and new promotion method. Finally, it points out the basic service guarantee and human resources guarantee methods in broadband industry marketing. This thesis analyzes market, learns about market, manages market and makes scientific marketing portfolio strategy by applying modern marketing theory. In this regard, it aims to supervise enterprise's marketing activity, which makes enterprise take the initiative in complicated environment to seize opportunity and develop in a sustainable, healthy and rapid way.