The Study On Marketing Strategy For Broadband Business Of JN Telecom Against The Background Of Three Networks

With the gradual maturity of broadband access technologies,the China State Council has proposed the full implementation of the "Broadband China" strategy.In January 2010,Premier Wen Jiabao held a State Council executive meeting and decided to accelerate the"three networks" among telecommunications network,radio and television networks.In June 2017,the number of IPTV subscribers in China has exceeded 100 million.Today,"three networks" has stepped into the deep end of development,bringing new opportunities and challenges.This article based on the overview of broadband services provided by telecom operators and the development trend of broadband services in the context of "three networks",aiming at the current situation of the development of telecom broadband services,proposing a marketing strategy to promote broadband development.We expect that the telecom industry will break through the bottleneck of development and enhance the market share in broadband with the help of the "three networks".By analyzing the current situation of JN telecom broadband development and collecting the market development data of JN telecom broadband services,this paper provides a reference for the telecom enterprises’ broadband services about the formulation of marketing strategies based on the "three networks".By using SWOT analysis,questionnaires and case analysis to analyze the advantages and disadvantages of JN telecom broadband services in the context of three networks,we put forward specific marketing strategies and marketing support as well.Through the promotion of marketing and maintaining integration,contracting regional stores,optimizing electronic channels and other programs to change marketing strategies;through "Smart Home","Tianyi Cloud","Wing Payment" as well as other emerging businesses to provide users with systematic solutions;changing the marketing model from product marketing into customer marketing;Through the store-responsible-area"1 + M + N" model,clearly defined the responsibilities,power and benefits,optimizing staffing system when there is no omission of duties,so as to increase per capita income and output.It provides other telecom companies with some practical guidance that based on "three networks" to develop marketing strategies and achieve better development.