A Research On The Marketing Strategy Of TT Mobile Home Broadband

In August 2013, the State Council on the 17th issued "broadband China strategy implementation plan, the deployment of future 8 years, the development of broadband target and path, the family broadband business stage goal is:to 15 years, the basic realization of urban fiber to the building entrance and rural broadband into the township into the village, fixed broadband household penetration rate reached 50%, which means that the broadband first become a national strategic public infrastructure. On April 14,2015, a quarter of the economic situation in the discussion, at the meeting Premier Li Keqiang urged " boost Internet speed and cut costs". Since then, the Ministry of industry and Information Technology Conference for a substantial increase in speed and other work to deploy, so that the family broadband has become the focus of attention of the whole country.This paper analyzes and researches home broadband operation strategy of TT Mobile Corporation, and further puts forward the development of home broadband is not a simple service fulfillment and fusion but the full integration of a series of transport, dimension and operate under the environment of "speed drop charges" and "Internet+" policy by using a combination of the theories and methods of economics, business management, marketing, optical fiber network technology and value chain management and so on. It researches and analyzes the advantages and disadvantages between TT Mobile Corporation and main competitors, market strategy that competitors may take, the challenges that TT Mobile Corporation faces and problems need to be solved by studying home broadband market competition environment of Tianjin City and customer needs. It also Systematic plans the operation and market expanding of TT Mobile Corporation's home broadband which covering the product, price, promotion and other business strategy, market segmentation strategy, channel strategy, terminal value chain strategy; sets up many aspects of the broadband construction process and service process of customer service and so on; clarifies the competitive operation management idea of TT Mobile Corporation for home broadband; and gains the sustainable development for the enterprise.