Research On The Family Broadband Marketing Tactics Of C Company In Full Service Era

Along with China’s social and economical development, the demand of information consumption is skying rocketing and the family broadband development demonstrates a growth momentum in recent years. The mode of six operators while three are well-matched in strength has completely broken the market pattern which mainly provides voice service after 4 times’ restructuring of management system reform of communication operators to form a competitive posture of the confrontation among three forces. The business scope has gotten into the field which operators never set foot in, which means that three major operators have entered a full service era. While facing a period of market products homogenization, three major operators start to focus upon am important market segment, which is family market. China Telecom has dominated the family broadband market for a long time based on exceptional resource advantages. How to share the ratio of family market in full service era and promote the sales of the family broadband are urgent problems nowadays.This paper begins with the current status of market operation of C company to fully analyze problems of C company’s internal and external environment, explore the consumption and usage requirement of the family broadband through competition analysis, SWOT analysis with relevant theories of marketing service to point out that there are many shortcomings of C company in terms of products, distribution, and brand image so as to set the foundation for putting forward scientific, reasonable and targeted marketing strategies later. What’s more, it aims to come up with 4P marketing strategy mix with brand promotion, pricing strategy, channel mapping, sales promotion from clients’ need, thorough analysis based on theoretical knowledge, systematic research methods studied during university period and principles of combing theory with practice. Furthermore, this paper also hopes to clear the development status, accurately grasp market demand, effectively reorganize advantageous resources, work out scientific market development strategy and safeguard measures in order to provide references for family market’s further promotion of C company based on modern market theory and overall idea of asking questions, analyzing and solving problems.