Marketing Strategy Analysis Of The Broad Band For JILIN CNC

With the deepening of China telecommunications system reform, the long-term monopoly condition has been totally broken down, now the market competition became intense. As the traditional communication operator, CNC Jilin Province corporation (Abbreviated as: Jilin CNC) is in the inferior position in competing with operators, it's business income declined. Jilin CNC has started looking for increasing business and look broad band as importance business, in order to get rid of such disadvantageous situation, look for new growth chance and keep the sustainable development on business. Having the characteristics of"Low expenses and stationed network", it has been making high development climax in the broad band communication field. Broad band business effectively enhanced the enterprises'income, prevent the revenue from coming down, all these make Jilin CNC greatly benefited financially.Although the Broad band business developed further, its problems appearance from the year of 2006 owing to some restrictions. How to start its business development climax once more, and improve its market share and keep it going upward? It's become the important task in front of Jilin CNC.1 . The current status and dilemma of broad band business developmentAfter the rapid business development during the year of 2004-2006, the broad band clients quantity of Jilin Province is close to 0.7million. Taking the prosperous need and advantage of price, Jilin CNC stimulated the plenty personal consumer's demands of get to the Internet, improving the utilization ratio of current network and finally bringing the increase on revenue. However, with its business expansion, more and more problems crop up, which troubles Jilin CNC management a lot, they are mainly listed as follows: 1) The broad band business develop slowly, its income growth rate is being decreased, the monthly rate of the broad band customer count is reduced to be 30% in 2006 compared with the rate of 46.2% in 2005, in some months its increase rate even become negative. 2) The phenomenon of"network-evacuation"keeps worse and worse, at least 10,000 customers evacuated from broad band network each month from 2006. 3) The ARPU rate keep sliding down, from RMB67.2/people/month in Dec.2005 to RMB65.7/people/month in Dec.2006, this not only reduced the broad band income contribution rate but also prolonged the cost recouping period.2.The analysis of the current problems of broad bandAfter analyzing the relative factors on market environment, products, marketing strategy of broad band business in Jilin, we can find the underlying causes on restriction are in the following: 1) broad band market competitive ability is greatly undermined because of intense market competition and market supervision of having no price control, which limited its business expansion. 2) Owing to the single connecting way and short contents of broad band, the bad comments are widespread among consumers. 3) The service level is low ,decreasing the comprehensive evaluation of broad band. 4) Since the radical marketing strategy was adopted in broad band business, The brand advantage of broad band business isn't obvious. the single price strategies and morbid outlet mechanism, dislocated the industry chain connecting manufacturer and operator. All the above-mentioned causes make broad band business fall into difficulties.3.The analysis of consumer behavior and the choose of target marketIn order to know the true reason of customer's choosing/giving up broad band, understand their requests precisely and meet their requirements to the most extent, create more chances for broad band utilization, finally find the key order of problems, we have analyzed the consumer behavior of National netizen, At the same time, combining the actual circumstance of business enterprise, we subdivided the broad band market, explicit the target market, carried on the market position. in consideration of difference of customer's property and demands, we take the broad band target market to subdivide into: the customer of the business, the customer of the student, the customer of the family, the customer of the flow, and put forward the marketing strategy which aims at the familiar target customers.4.The integrate marketing strategy of broad band businessIn order to stimulate the broad band market and re-start its business development climax, now we propose the integrate marketing strategy, in consideration of the marketing theory and practical condition of Jilin CNC.Integrate the broad band service and practice marketing mode innovation: Enhancing the network quality, insure the network stability and satisfy the demands of different service; Further developing and promoting the present of broad band, adjusting the broad band income structure to increase the potential values; Establishing the broad band brand through delicate operation.Setting up the reasonable price system: the relevant market strategy should be made out to bring about the differentiation marketing to meet customer's requirements on the base of binding of broad band connect and present, taking the advantage of total business. At the same time, the kind of charge according to should be tried, satisfying different demands of various customers under the condition of the mature of the technique means .Working out the effective sales promotion policy: we should make the promotion on different target market, create all kinds of activities in the target market, promote experience market, train latent customers, and build up the broad band industry chain with the bind promotion of brand Computer Company, to strengthen its influence.Making the common earning sales channel of broad band industrial chain: Enriching the developing channel of broad band, gradually making channel system which is with the own channel for core and with the social channel for assistance. We should finish the alteration of value chains broad band.Today, The government strongly pushes forward information-based construction. if we want broad band business develop in the market in the stable way and become the competitive products of great vitality, we must get to know the restricting elements and iron out all the obstructions, understand the consumers at their foots, develop the products'value after sufficiently investigating the market, try to find the accessing point into market, and these will guarantee the sound circulation of broad band business. In addition, Jilin CNC must tide out the managing model formed in the seller-market, establish the market idea of taking the consumers as the No.1 position and modern management system. Only in this way, the broad band brand and market share could be gradually promoted and Jilin CNC development could be realized through rapid business expansion.