Research On The Marketing Strategy Of Fuzhou Telecom's Broadband Service

?The information industry of Fujian province in the "thirteen plan"?presents clearly that mobile broadband penetration rate must reach 90%,fixed broadband family penetration rate must reach 83%,villages fiber access rate must reach 100%,and all the"Broadband China"strategic objectives should be comprehensive implementation by 2020.At the same time,there are many changes in environment of telecom industry,such as the further development of the whole business market competition,the popularization and application of mobile internet quickly,steady progress of triple play,further open to the private capital in telecommunications market.Therefore,the telecom industry faces rare development opportunities,but also growing business pressure and potential crisis.The appropriate marketing strategy is the single approach to gain lasting competitive advantage in the new competition situation.In order to realize the goals in"thirteen plan" and develop in the fierce market competition,it is crucial for Fuzhou telecom broadband service that how to make market segmentation and positioning more accurately,and then put forward effective marketing strategy.Therefore,this paper takes Fuzhou telecom broadband as the research object,combined with own job practice and experience,and discusses the marketing strategies and guarantee measures of Fuzhou telecom broadband through the methods of literature review and market research.Firstly,this paper reviews the related theories and tools including STP strategy,4Ps marketing combination theory,relationship marketing theory,PEST analytical method and Porter's five forces model,and extracts some reference experiences to Fuzhou telecom broadband from the perspectives of business strategy and marketing strategy though the contrast analysis about the broadband development situation and marketing strategy in AT&T company and Japan's NTT.Then,this paper analyzes the business development of Fuzhou telecom broadband and surveys the market share,customer perception,price differences,broadband access terminals and application situation,user awareness rate,potential intention of Fuzhou broadband business with market research method.All the survey analysis and research conclusions are studied.At the same time,this paper makes a systematical analysis on the macro environment and industry competition environment of Fuzhou telecom broadband according to the method of PEST and Porter's five forces model.On this basis,this paper further defines the overall goal business development,and carries on the market segmentation,targeting and positioning,then proposes 4Ps market strategies of Fuzhou telecom broadband.Among them,the product strategies include single broadband products and broadband fusion products for home users;the pricing strategies include single product pricing strategy and integration bundled preferential policies;Channels include core business hall,urban grid and rural branches;Promotional strategies include publicity,personal selling,public relations and sales promotion strategies.In addition,this paper also proposes the relationship marketing strategies including word-of-mouth marketing strategies,experience marketing strategies,customer satisfaction strategies,etc.Finally,this paper proposes the guarantee strategies of Fuzhou telecom broadband from organization construction,mechanism optimization,resource construction and customer awareness,in order to ensure the implementation effectively of Fuzhou telecom broadband marketing strategies.The research achievements of this paper have provided reference value for promoting market development of Fuzhou telecom broadband.Also,it has certain reference significance to the business development of other companies broadband.