The Strategy Reseach Of Broadband Market In Kaifeng Unicom Company

The broadband business is the most vigorous in the information process, and has wideutilizations.In order to deal with the competition of the foreign operator,the Chinese basic telecom operatormust enlarge the market share in time in a limited period,must deeply analyze with the broadband market toinvestigate and working-out an efficient means to promote the marketing skill level and enhance the corecompetition,therefore,the operation of Chinese broadband business will be well developed.By the end of2011,the broadband service,which was strated in Kaifeng Unicom in2002,hasbrought Kaifeng Unicom279,000,000RMB income and350000broadband users in total in Kaifengcity.And the broadband service has become the most profitable business in Kaifeng Unicom.From theleaping development of broadband-service users in Kaifeng Unicom,we can tell its marketing policy hasplayed a critical role in building this up.By analysing the internal and external environments and the marketing policy of broadbandservice business in Kaifeng Unicom,we uncover the major challenges what Kaifeng Unicom meet,and thekey factors,which may have bad infulence on future business development,as well.On the basis ofpractices,marketing theories and huge data base,after our professional analysis through Porter’s Model andSWOT analyses,we know what situation Kaifeng Unicom is in,and we know how to improve its futurebroadband service business by improving its existing marketing policy.Future more,based on MarketSegmentation theory,we suggest Kaifeng Unicom relocating its target market and hereby proposing thecombined marketing strategy for its future broadband service business,and expect this may give some helpto its future broadband service business.