The Marketing Strategy Of Broadband Access Network Project Of Eastern Fibernet Company

This thesis study the marketing strategy of the broadband access network project of Eastern Fibernet company.From birth to now,the Internet has covered more than 240 countries and regions in the world,become the important information infrastructure,has become an important part of human society,the development of the Internet to promote the progress of information technology,to the prosperity of economic and social development has played a positive role.China is the world's most populous country,in 2011 China's Internet population accounts for about 23%of the world,by 2015,China's Internet users has reached 850 million people.Since 2013's Eastern Fibernet company operation the broadband network project,nearly more than 4000 investment in several cities in Guangdong development broadband access program,but the project has been short of the original set of effect,there are users take rate is low,the marketing team is not stable,the price is less competitive,agents and so on a series of problems,poor management of the project to continue investment and decision caused obstacles and confused.This article through to the projects that the company's broadband,combined with the actual situation of the local market environment and situation analysis,found that the project price strategy and product positioning is not suitable for the local market Sales team salary and commission policy also below the level in the industry,high staff turnover rate Agent management policy does not meet the market requirement.To solve these problems,for the company further investment and development of broadband network access program provides decision basis and reference.Based on the analysis of the present status of the network broadband access project research,combing the since the problems and challenges faced by the project,has been clear about the network in the face of the project implementation is not smooth,the necessity of making major changes to the marketing strategy,this research mainly USES the STP marketing strategy,4 p marketing theory and the SWOT method analysis theory and method as the theoretical basis for research and draw the following conclusion:1.The company need to adjust the product positioning of the project,cut into the market with differentiated service.2.The project product prices to adjust measures to local conditions to adjust.3.Need to pay and the inspection policy of adjusting and optimizing to strengthen the management of the sales team.4.Project agent policy according to the market situation to make changes.In this paper,several aspects of appeal to adjusting and optimizing project sales strategy,in order to solve problems encountered in the project.