Study On Optical Communication Products Marketing Strategy Of ZTE

The Internet business is developing very fast for the past few years, The number of Internet users reached2,080,000,000households in the world. Broadband network plays an irreplaceable role in the modern society. The United States, France, Japan and South Korea and other countries the broadband network construction into the national development strategy. The Twelfth Five-Year Plan of China is to increase the broadband network construction investment. The global optical communication products demand is very strong, Communications equipment manufacturers are full of opportunities and challengesZTE is the famous manufacturers of communication equipment, The optical communication products R&D capability of ZTE is very strong. But in recent years, it’s integrated competition ability of optical communication products ranks only at the middle level of the industry. Especially, ZTE conservative bias in the marketing. The formation of a huge contrast with strong scientific research strength.The paper is my research on optical communication products marketing, promtting the position and profit ability of ZTE.This paper reviews the development in domestic optical communication industry, Then use the theory, analyzed the optical communication product life cycle and market. Utilizing Five Forces and BCG analysis, for the management status studding, the product service mix of ZTE, putting forward the brand strategy of ZTE. Select the "people-oriented, Blue ocean market, Winning innovation" marketing strategy.