The Research On Marketing Strategy Of Broad Band Of Yiyang Telcom

Since Yiyang Telecom Co. formally set up Broad Band Business, the user of Broad Band have developed from 1000 to 40000, the average rate of grow up is 158% per year. But with the rivals get in, face the rivals's low price, Yiyang Telecom Co.'s policy of marketing is low price and all staff marketing. This made Broad Band Business's income is only grown from 8500000 yuan to 31000000 yuan, the average grown rate is only 11% per year. The Broad Band Business average income is down from 7292 yuan per user to 790 yuan per user, the average grown rate is -39% per year. The Broad Band Business grown rate of income is 147% lower than the grown rate of the user. The Broad Band's income per user is grown down too quickly, and it is the lowest of the province.The article analysis Telecom Broad Band Business's environment and the company's foundation, it studies the Market Strategy of Yiyang Telecom Co.'s Broad Band Business. Points the Broad Band Business's market targeting should select full market, market position is higher quality and service, the main strategy is difference strategy, cancel all staff marketing. This will be effective to keep the company's current Broad Band Business market share, protect head position of market, increase the Broad Band Business's income rate.When Yiyang Telecom Co. grows, implement the strategy will be difficult, it should strengthen the control of company's organize, marketing organize, marketing implementation, marketing control. We must face change, keep competing advantage.