Market Positioning Research On The Public Broadband

Since the second half year of2013, public broadband network of China Telecom fell in a cruel pricing competition as the competitors aimed to occupy the market with lower price. In order to keep the broadband network stable and retainable, and ensure the market share and the income of China Telecom rise steadily, the market positioning, market segmentation, and accurate sales becomes very important.This disertation shows the real problem occured during the development of public broadband network by analysis on Telecom company Y, designed the public broadband marketing position and segmentation for Telecom company Y by studying the internal and external environment of public broadband network and analysis of competitor’s situation with identification of the core advantages of Telecom broadband network products. And also it analyzed the customer behaviors and their requirements, then focusing on the positioning design after marketing segmentation, finally completed product positioning planning, brand positioning planning, organization of pricing, channels, sales etc.. It stimulated the stability and risk slow releasing in public broadband market of Telecom company Y through theory researching as well as practice verification and adjustment.