Research On Marketing Strategy Of CERNET Corporation To Colleges And Universities Internet Market In Shanghai

In1994, China started to invest in the construction of the China Education and Research Network (CERNET). CERNET Corporation, founded in2000, is in charge of the management and operation of the China Education and Research Network Approved by the Ministry of Education. CERNET Corporation Shanghai Branch, founded in2005, is responsible for the colleges and universities market in Shanghai. Shanghai Telecom and Shanghai Unicom started to develop university internet markets in Shanghai increasingly from2012. CERNET Corporation Shanghai Branch is under increasing pressure of competition.The research object of this text is the colleges and universities market in Shanghai of CERNET Corporation to study the enterprise’s new marketing strategy. First, the external macro environment and the internal environment of CERNET Corporation are analyzed, and the strength, weakness, opportunities, and threats faced with CERNET Corporation are analyzed in detail with SWOT analysis. According to the problems of CERNET Corporation, CERNET Corporation advanced the new marketing strategies in fierce market competition. There are several strategies discussed,such as using CERNET internal unique resources to provide differentiated products; applying the perfect service system to provide quality services for users; launching the new product package and the new price system to expand the market. In the same time, the new specified product strategies, price strategies, and place strategies are addressed. At last, the implement measures are stated to ensure the execution of the above mentioned marketing strategies, including the human resource measures, the policy measures, the organizational measures, and the service measures.According to the research on marketing strategy of CERNET corporation to colleges and universities internet market in shanghai. This marketing strategy has a certain referential significance to CERNET corporation to establish the national marketing strategy.