Marketing Strategy For Broadband Services Of ShenYang Unicom

As technological advances, economic growth, material and cultural needs of customers change and increased competition in the market, broadband services of Shenyang Unicom is facing a changing market environment. As one of four main business of Shenyang Unicom, broadband business is an important source of income. How to deal with the fierce market competition, improve the quantity and quality of broadband users to enhance the value of broadband products and expand broadband businesses, and to make the broadband business maintain a steady, rapid and healthy growth momentum are important issues. It is of great significance for increasing the company's competitiveness and promoting sustainable development of the company.By analyzing broadband services external and internal environment, industry competitiveness and the status quo of Shenyang Unicom, the author reveals the opportunity, threat, strength and weakness that broadband services of Shenyang Unicom faced, and sums up what may influence the growth of broadband services. By using the knowledge of Porter's competitive advantage model analysis, SWOT analysis, market segmentation theory and 4P marketing mix, together with the experiences obtained from practice of work, the author segments the market, then repositioned its target market. The author states the combined marketing strategy for the development of broadband service businesses, the combined marketing strategy is comprised of product strategy, pricing strategy, channel strategy and promotion strategies. In product strategy and marketing strategies, the author stresses on quality, portfolio marketing, branding, service and advertising, preferential promotions, personnel promotions and public relations. In the last part, the assurance systems are discussed for the implementation of the recommended marketing strategies, as are managerial implications for Shenyang Unicom.