The “A” Branch Of China Unicom's Broadband Business Market Strategy Optimization Research

With the development of big data and cloud computing, we enter into the information age. In order to construct the modern society and synchronize the world, our country has constructed the “optic-fiber network China” for increasing the speed of broadband network. Fiber-optic cable gradually replaced the traditional copper cable. The telecommunication operators accelerate to deploy the optical fiber network. “A” city's broadband market is fast developing, users continue to increase. But the “A” branch of China Unicom's business faces slow development, user loss, reduced income, declining market share and other serious problems. Especially there are many problems restrict “A” branch of China Unicom's broadband business development, such as low network speed, poor service attitude, imbalance resources. According to the communications development, if the operator only used for voice and broadband business, it will gradually reduced to pipeline operator. How to develop traffic management and adjust the income structure should be solved.This dissertation collected the “A” branch of China Unicom's data which invole network resources, income structure, cost, management policy and competition's data.Using the SWOT method analyze the “A” branch of China Unicom's strengths and weaknesses, opportunities and threats. It point out the company's internal and external market environment, the development situation, existing problems and opportunities. On the other hand, this paper also use the “4 P” theory to analyze the “A” branch of China Unicom's product,price,place and promotion,point out the existing problems and put forward the optimization measures. This dissertation also discusses the market segmentation and traffic management and so on.It's a hope that through this article analysis can provide reference for the development of “A” branch of China Unicom, promote the optimization of broadband business strategy, improve broadband business users and income, make the “A” branch of China Unicom breakthrough broadband business development bottleneck, to return to the dominant position.