| Due to the backdrop of the year 2009's financial tsunami and threat of global recession in Telecommunication industry, the telecommunication carrier cut down investment, and the end customer weaken in demand. It was the first time that global telecommunication output dropped, which results in investment decline from Internet Service Provider, shrink of optical network market, and scale reduction in optical components market. It seems the investment of telecommunication carrier rebound from it's valley at this year. New investment cycle will start from year 2011. The recovery of telecommunication industry is obvious, and new market opportunity is occurred. At this critical point, It's time for the company reinforce the comprehensive competitive power, in order scratch good time to win more market shares.This dissertation starts from the background and evolution trend of optical telecommunication industry, and supporting enterprises which contains carrier, device supplier and optical components supplier, then apply marketing and strategy theory, and take advantages of internal marketing statistics and Marketing analysis tools, deeply analyses the company status, competition environment and draw conclusion on how to get ahead in this severe competition market. The Dissertation composes of six Chapters. Chapter one introduces the research topic and it's background; Chapter two reviews the analysis theory of environment and marketing strategy; Chapter three analyses current situation of optical telecommunication industry from Political, Economic, Social and Technological; Chapter four analyses competition environment of optical device supplier according to Porter's Five Forces Model; Chapter five uses SWOT tool presenting company's situation; Chapter six sums up company's marketing strategy and solution from market positioning, marketing segmentation and 4P (Product, Price, Place, Promotion) aspects. |
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