The ODN Product Market Competition Strategy Research Of A Company

Since the1990s, represented by mobile communication, optical communication, data communication has obtained the swift and violent development of modern communication technology, information technology wave sweeping the world, and the broadband network is one of the most infrastructure implementation above highly informationization, but also for stimulating national economic growth, adjusting industrial structure and so on all has the very vital role. Since2011, our country intensify the construction of broadband access, will be included in the "twelfth five-year" development goals, and ascend to the national strategic position. By2015, our country will be planned for more than250million users with high speed broadband connection, average urban household’s broadband capacity of more than20Mbps, rural reaches more than4Mbps. China national broadband strategy, greatly drive the domestic chain FTTH (include ODN products) huge market opportunities. As A world leader in fiber optic cable enterprise, A’s ODN products into the domestic market is not long time, in A short period of time facing the domestic industry market competition situation, sales performance is not ideal, is far less than expected. In this situation, A’s ODN products as a new product series, how to fully according to the company relevant advantage, determine the product market competition strategy, guide the specific sales work, make it as soon as possible to open the market situation and the ability to constantly improve the market share, seize the opportunity, based on the market, it becomes A urgently needs to solve the problem.This article first reviewed the relevant theories of competitive strategy, the subsequent ODN products to A company which provides the basis for competitive strategy analysis, then uses the PEST analysis, SWOT analysis, etc., to A’s ODN product market competition status quo are analyzed, at the same time, studied the domestic ODN industry market competition situation. Based on these analyses, this paper ODN product market development for A company to determine the "differentiation" competitive strategy. Mainly includes three aspects:one is product differentiation, highlighting A fiber products of the company’s technology advantage and technological advantages, the main development and optical fiber technology ODN of closely related products; Second, service differentiation, outstanding pre-sale, sale and after-sale services system in three stages, in order to get the customer higher adhesiveness; Three market differentiation, outside competition incentive operators of the market, efforts to expand radio and television, electric power, transportation, such as enterprise private network market, and the market advantage as soon as possible. Finally, this paper presents a specific competitive strategy and implementation plan. I hope this article can help company the next step of the marketing work, finally can improve the company’s market competitiveness and profitability in this kind of product.The innovation of this paper lies in that the competitive strategy theory to the marketing of communications equipment products for research, ODN product development for A company chose the differential competition strategy, the company the next step in the marketing work to determine the train of thought, even for the domestic enterprise also to have certain reference significance to other similar competition. This article, on the other hand, according to the actual situation of marketing management, A company in strategy implementation scheme is put forward at the same time, in order to ensure the smooth implementation of the product market competition strategy, from the organization of marketing, sales incentives, promotion, technical support and after-sales service, etc., puts forward the specific security conditions, the work of actual marketing work has higher guidance value.This article is divided into six chapters, the first chapter is introduction, briefly introduced in this paper, the research background and significance, research methods and innovations, research ideas and frameworks. Chapter2is the relevant marketing theory review, review of marketing theories in this paper, and the analysis of the marketing analysis tools and methods. Chapter3analyzes A’s ODN products marketing environment, mainly including A’s ODN marketing present situation, ODN domestic product the size of the market situation analysis, key competitors and ODN product marketing problems facing the analysis of A company. Chapter4is ODN A company product marketing strategy design, including the design basis, the SWOT analysis, design thinking and frame. Chapter5is A’s ODN product marketing strategy implementation. Chapter6is the conclusions and prospects.