| In recent years, the rapid development of Internet has changed the ways of people's life. Internet has been increasingly common in families and affects their lives. Excessive spread of internet cultures brings people surprise, passion and itch to try, like terrifying waves impacting people in society and marking the coming of mass Internet Age. Internet has become an important part in people's lives, and the ways of surfing the net in families are diversified, however, the trend is to develop from narrow-band to broadband, which is the mainstream now.Broadband access technology includes ADSL, LAN, HFC and FTTX etc. In China, ADSL is favored by traditional telegraphic corporations for its ability of protecting original investment, and becomes the technology with most users and rapidest development. However, with the development of broadband market, some fatal problems of ADSL emerge in its speed, stability, maintenance and demand of the market, compelling corporations and users to consider using one of its substitutes FTTX, which is fiber broadband as we usually mentioned. Fiber broadband can provide enough bandwidth theoretically, so it is the trend of the development of broadband as well as the only way to satisfy user's high requirement in image quality and entertainment.This thesis sets the operation of fiber broadband in the Siping branch of China Telecom as the research object to study how to disseminate advanced technology fully and rapidly through analyzing various problems and phenomenon, so as to increase the core competence of the corporation. Through analyzing the proportion of installment and remove of fiber broadband of Siping Telecom operation of fiber broadband, I find out two main problems:(1)It is not reorganized by users, and cannot form partial or unitary advantage.(2)Low loyalty of users.The main reason causing the two problems is the disparity of broadband content and service quality compared with competitors. The main disparity of content is the local self-built and access network situation. The Siping branch of CNC has its own website of local flavor such as Siping Fengcai Web to provide free movies service to its users, which has good reputation in users group. At the same time, there are many accesses to local websites, which makes people feel comfortable in middle and small cities so it is easily accepted. However, the Siping branch of China Telecom does not have its own localized website and has limited number of accesses to local websites. Therefore, the operation of fiber broadband should solve the problem of users'habits and the supply of movies and network games service with low cost.On the aspect of service quality, the whole service quality of Siping branch of China Telecom has both advantages and disadvantages compared with competitors. It has innate advantage in technology, but the macro economy factor and micro economy factor expect further improvement.Through segmenting the broadband market by buildings and occupations, and combining with the feature of Siping branch of China Telecom, we can choose to adopt professional way to go into the target market and publicize. In that way, in the segmentation market, we should choose top grade buildings, middle class buildings and dependents buildings of corporations. The main target group should be students, clerks in corporations, teachers and civil servants.Fiber broadband is an advanced technology, whose target market is middle and high class users group; therefore its quality orientation should be higher than other kind of accesses. The emphasis should be put on computer maintenance, fault disposal priority and time limits, as well as initiatively solve relative network problems etc. The price orientation is affected by two aspects: the first is quality orientation. Fiber broadband has higher technological cost and service cost compared with others, so its quality orientation should be high; the second is to establish top grade brand broadband to meet the need of middle and high class customer group. Therefore, the price should be comparatively higher than other technologies.Aiming at the target market and market orientation of Siping branch of China Telecom, the systematic marketing strategies according to 7P theory of integrated service marketing are as follows: (1)Improve service qualityThrough analyzing the concept of demisability value of customers, we should reduce the total cost of users and increase the total value of using the product so that the service quality of telecom fiber broadband can be improved.Increase the speed of fiber broadband, optimizing the network.Enrich relative content and cooperate with local websites, including online movies (ecdemic movie service have to go through long-distance fiber, limited by capacity, and the speed is not guaranteed so it can not be popularized widely), local online games and local information service etc.Provide other network related services, such as computer cleaning, antivirus service and repair etc.Improve the service level of service workers, and establish the language criterion, attitude criterion and behavior criterion for customer manager, sales person, install man, fault disposal person and telephonist.Consistently improve the environment of business sites, and pay attention to the effects of temperature, humidity, odor and sound in business sites. Meanwhile, the business hall will be divided into several operational halls, where aesthetics (such as inner-look style, color and brightness) and function (such as display and comfort) factors should be paid attention. Establish tangible and favorable product image---- publicizing telecom fiber broadband, and setting up relax area and business exhibition area.There are three ways to accept the fiber broadband business: drop in service, online service and business hall service. According to the situation in two districts divided by railway, four business halls will be set up in downtown. The position should be close to the area where it provides service. Besides, it should be easily recognized, with convenient traffic and parking space.Shorten the time limit of installing fiber broadband and disposing impediments. The time limit of installing telecom fiber broadband is 48 hours (other corporations need more than 72 hours), the response time limit of disposing impediments is 6 hours (other corporations need more than 24 hours).(2)Pricing strategy of fiber broadband operationAfter correspondent calculation, the cost of each fiber broadband user is RMB 640.8 Yuan per year. After the pricing strategy, the Siping branch of China Telecom fixes a standard price for 2M fibers broadband, which is RMB 700 Yuan per year. Meanwhile, it can adopt seasonal discount pricing strategy, customer-oriented differentia pricing strategy and grading pricing strategy. According to the telegraphic products consumption in off-season and midseason, certain preferential clauses will be provided in off-seasons to keep relative balance between producing and selling activities in telecom corporations. The customer-oriented differentia pricing strategy aims at fixing different prices to different customers. Such as, the charges for patrons are RMB 50 Yuan per year, which is cheaper than new customers.(3)Channel strategy of fiber broadband operationMake full use of its existed channels.Network marketing, which means publicizing through the huge Internet to customers, accepting businesses and disposing faults, does not need too much cost, which is convenient as well as cost-effective. Widely use channel systems in other relevant industries to popularize broadband operation with rational deputized mechanism. For instance, Games monopolization shop, e-store, hotel and airport, post office, bank and securities business hall can all become dummy channels for broadband operations to charge the affaires of broadband business. Additionally, some experience hall can be set up in channels, through which customers can experience new business for free in order to impulse the development of fiber broadband business.(4)Sales promotion strategy of fiber broadband operationAccording to the aim of promotion on fiber broadband operation, it can provide a promotion package mainly consists of publicizing, promoting by salesperson and extending business.Publicizing includes telecom fiber business ads, and the public relations of Siping branch of China Telecom.The marketing of Siping branch is confined by the features of this business, so the sales promotion should have its own features: the market exists in the buildings with well-set lines, and the promotion place should be the user's abode or company.According to the telecom fiber broadband business in Siping branch of China Telecom, the customer-oriented promotion could include present, voucher, premium and demonstration to encourage customers go on using, lead customers to new consuming habits and bring up the preference of customers to our corporation etc.. |
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