Research On Marketing Strategy Of Nanjing Telecom

To put it briefly,the IDC products are the business of the rental of the internet data center and its related added-value service. In spite of a high consumption business characteristic of high investment, high production and low profit, the IDC products, as a significant Internet added-value product, exert a strategic impact upon the pulling function of the bandwidth business, attraction of the landing of the application service providers and full utility of the resources superiority in the network of Nanj ing Branch, China Telecom.IDC is a basic strategic resource of China Telecom. It is in charge of network insertion of the Internet information sources, and together with the backbone network, metropolitan area network, constitutes the basic network framework of the Internet information service of China Telecom. It is a significant ingredient of point-to-point experience of Internet business, a major motive force of broadband development, the basis of such new business modes as cloud computing and the basic strategic resource of the business operation of China Telecom.Within a decade,started from scratch, the IDC business of Nanjing Branch has had an amazing value up to￥100million. With the changes of the demands of the market and the clients, the relatively monotonous product structure and extensive operation mode have become impediments to the subsequent rapid development of the IDC business of the branch company. Thus, it is necessary to examine and re-position the marketing strategies of IDC business for better development.The thesis chiefly elaborates on and explores the status quo of the IDC products and the marketing strategies of Nanjing Branch, China Telecom, analyzes the existing problems with the theories in management and marketing in order to offer suggestions on the marketing strategies of the products.The thesis is composed of seven chapters. It starts with a brief description of the research significance and approaches and the relevant concepts. The second chapter is a review of the relevant marketing and management theories to set the theoretical foundation for the following research and analysis. The third chapter focuses on the clarification and analysis of the IDC products of Nanjing Branch and the present marketing situation. Based on the introduction of the classification of the IDC products, an analysis is made of the distribution of Nanjing Branch’s revenue in IDC business. Then, in the fourth chapter, from the political, economical, social and technological perspectives, the thesis discusses with PEST the market environment and developing trend of the IDC business. The subsequent chapter examines the competitive environment, especially the regional one that Nanjing Branch is now faced with. Meanwhile, analysis and comparison are practiced concerning the advantages and disadvantages that Nanjing Branch possesses in the field of IDC business when contrasted with the opponents. In chapter six, by applying STP, the IDC market that the Nanjing Branch is faced with is fragmented according to the industries, places and scale the clients belong to. Taking into account the characteristics of Nanjing Branch, three out of the eight markets are selected as the target markets of Nanjing Branch’s IDC business. Lastly, a relatively thorough examination with regard to the IDC marketing strategy of the branch company is taken with the application of the Marketing Mix from the dimensions of the products, prices, channels and brands. The end of the thesis deals with an outlook on and plan for the developing trend and the marketing tactics of Nanjing Branch.