Hn Wired Broadband Business Services Marketing Strategy Research

Since the entry of 21st century, with the rapid development of China's Internet industry, the network expanded rapidly and the number of Internet users dramatically increased. The influence of Internet is becoming more widespread, and improved significantly the contribution for economic and social development. In order to meet the requirements of telecom industry in recent years, China completed the restructuring of telecommunications, issued 3G business licenses, and since January 2010 has been promoting pilot triple play.Telecommunications and broadcasting are expected to open to each other in the core business. To meet the industrial requirements of triple play, HN cable TV network (Group) Company (hereinafter referred to as HN cable) attaches great importance to the development of broadband services, and regards broadband services as an important value-added services and future new profit growth point.For a long time, because of separate supervision, HN cable has struggled in the broadband business development. It has neither their own brand nor characteristics of broadband services. Moreover, it didn't build up the adaptable marketing system and marketing strategy. In the situation of emerging Internet business and triple play, how to use their advantages to make and implement the marketing strategies of broadband business so as to enhance their market competitiveness, that should be deeply thought by HN cable management.In this paper, the theory of marketing was used to develop HN cable marketing strategy in broadband business through systematic analysis. Firstly, in a macro view to analyze the environment, and base on the present internal and external resources, and use five forces model in analysis, and in the basis of fully understanding of the current status of broadband services to exercise SWOT in broadband business analysis; Secondly, in a microscopic view, based on the characteristics of the telecommunications industry, respectively to analyze the structure and consumer behavior of Internet users; Combined with the technical characteristics and resources of HN cable, to target the customer and market and constitute the portfolio of marketing strategies from product, price, channel, promotion, participants, physical presentation and process.