A City Telecom's Broadband Internet Business Marketing Strategy

With the rapid development of Internet in China, the proportion of broadband services to all telecom operators'income continuously rises, the broadband market has become a major battlefield disputed by the operators. To the telecom company in A city, on one hand, because the traditional voice service's revenues continuing to decline, the broadband services has also become the only type of business of increasing income. On the other hand, under the complex and changeful market environment, facing to the coppetiton of CNC and CUC company, etc. the company's market share is declining. How to deal with this problem is of great research value.Telecom companies in A city are regarded as the research object in the paper. First of all, this paper introduces the survey of companies and the development status of broadband services. Secondly, it analyses the competition encountered by companies and the internal and external environment, as well as emphasizes the study of characteristics and location of productions. Thirdly, the utilization of telecom broadband in A city is investigated. In this process telecommunications customer satisfaction index (TCSI) is used to evaluate the system in order to find out shortcomings lying in the marketing and focus on great issues. Fourthly, based on the analyses above, empirical research on the marketing strategy used by telecom companies in A city is conducted. Meanwhile, the classic theory of the 4 C marketing is briefly introduced, which is combined with the actual situation of telecom companies in A city so as to put forward to an effective implementation scheme. Finally, a comprehensive summary on the paper is made, pointing out the deficiencies and proposing the further research direction in the future.In the course of the study, this paper has employed actual operating data and marketing cases on telecom companies in A city, as well as the research method that theory is combined with practice, applied such theories as SWOT analysis, five-force model, BCG Model, 4C marketing, and so on, in order to have a distinct analysis and study of marketing strategy on broadband services of telecom companies in A city. Moreover, in the aspect of increasingly fierce competitive environment of the current broadband services, the author proposes many marketing concepts for example, customer segmentation, marketing with specific purposes, and so on. I hope that the research fruit in this paper could provide a positive reference for the development of telecom companies in A city.