Research Of Marketing Strategies On ADSL CPE

This article mainly explains the research background, significance and objectives of product marketing on Beijing Telecom's end-user product based on the study on marketing strategies of this ADSL product. Based on the microscopical and macroscopical analysis using SWOT and Porter 5 force analysis methods, we established the target customer and its specific needs, as well as marketing strategies.First of all, we concentrate on production to guarantee quality of the product; Secondly, we cut down the cost from supply chain and attract more funding in order to increase profit. Thirdly, we keep close relations with subsidiary business of Beijing Telecom and concentrate on major customers accordingly so that we can obtain the latest market information to establish expedite sales channels. Lastly, to lower the risks of over stock, we will keep good partnership with subsidiary business of Beijing Telecom and focus on promotional events timely. In addition, we will establish a complete customer service system, as well as a strict and reasonable compensation system to ensure employees' enthusiasm.Considering all the factors including customer market and competition in the market, the marketing strategies in this article are feasible and meaningful according to the particularity of customer market and company's current situation. We should be able to meet the target if we can enforce the combination of author's strategies.