The Analysis Of The Broadband Service Marketing Strategy Of Shenzhen Telecom

The Chinese telecommunication business has made great progress in the recent years. However as the telecom market expands serious telecom service problems emerge. Improving the telecom service quality is becoming one of the major issues with the telecom companies.The telecom business is service business. Service is the base of business survival and development. It is the value of the business. The quality of the service directly impacts the survival as well as the development of the telecomm company. To win customer satisfaction and loyalty the telecom company has to invest on the service, improve the service quality and increase the service level. In the battle to win the customer, the competition between the telecom companies is shifting from the network resources to the differentiated service. And service has become the prominent factor in the marketing combination in the telecom market. The paper is based on the actual situation in the broadband market of Shenzhen Telecom. Using the MBA theories on marketing management, strategy management and service marketing, the paper explores the characteristics of the Shenzhen telecom broadband service and its market. Combining the qualitative analysis with quantities analysis, concentrating on the normative analysis with the help of the positive analysis, the paper investigates the following issues:①the inter- -nal and external market environment of the Shenzhen Telecom;②the status quo of the broadband marketing of Shenzhen Telecom;③the existing problems in the service marketing strategy of the broadband marketing of Shenzhen Telecom;④the innovative strategy analysis on the service marketing of the broadband marketing of Shenzhen Telecom. The purpose is to propose a serial of innovative service marketing strategy based on the analysis of the broadband service marketing strategy of Shenzhen Telecom in the fierce and competitive telecom broadband market environment, and to win the greater market share and better profit through the improved broadband service marketing and the enhanced core competency of the company.The analysis of the innovative service marketing strategy of the Shenzhen Telecom broadband service in the paper can be used as the advice for other telecom companies in their effort to promote the service marketing. It can also be helpful as the theoretical reference in the application of the service marketing theory in the telecom industry, and the reference material for the related academia.