Research On The Market Positioning Strategy Of Broadband In Shandong Unicom

B’roadband is one of the most important business in Shandong Uniconrs marketstrategy. Shandong Unicom makes a very high demand to ensure the broadbandservices good and rapid development. As the same time, Shandong Unicom has toensure customer satisfaction and achieve customer demand differential management.First, This thesis introduces the positioning theory and services marketing theory;Second, Analyzing the broadband products and oirginal data of market research,digging the potential customer needs; Last,designingthenew broadband products andproviding the solutions for the overall market.This paper first introduces the positioning theory and the service marketing theoryas the theoretical foundation. And then it do a detailed analysis of Shandong Unicombroadband products, including the Shandong Unicom broadband single products,composite products，package products, and the enterprise contribution of product.TheShandong Unicom broadband products systems have some market risk. Therefore weneed to take the market demand as the guidance thought, through the extensivecollection of internal users and first-hand data, the data for detailed analysis andin-depth digging，looking for the potential customer needs, designing the system ofShandong Unicom broadband products.This paper also test launch broadband timed subscription products throughscientific line Market Research, analysis of existing customers and potential demand forbroadband, and potential customers demand for testing. At last we meet the needs ofpotential customers, improve the Shandong Unicom broadband product line, andprovide total solutions on the market.