International Marketing Strategy Research For Fiber Home Co.Ltd.

As the big data era comes,global mobile networks,fixed-line broadband and government enterprise networks have developed rapidly.Optical communication products,as the backbone in communication networks,face both opportunities and challenges.Fiber Home is a well-known optical communication equipment manufacturer in China.However the competitiveness of Fiber Home's optical communication products is only in the middle level of the world.To achieve the slogan of “International leading”,there is still a way to go.This thesis studied the international marketing strategy of Fiber Home's optical communication products,aiming to enhance the profitability and market status of Fiber Home.In the first chapter,I reviewed the development of telecom manufacturers and telecom market in China.Fiber Home,as a representative of Chinese telecom manufacturers,also contributed its own strength.Then I analyzed the development trend of the telecom industry,which brought manufacturers huge opportunities.Finally I introduced the research method and content.In the second chapter,I introduced the development of marketing theory,compared 4Ps,4Cs and 4Rs strategies,described the concept of product life cycle management,and expounded the background and meaning of international marketing.In the third chapter,I introduced the history and current market status of Fiber Home,and analyzed the company's marketing status according to 4Ps.In the fourth chapter,based on SWOT,I focused on the research of strengths,weaknesses,opportunities and challenges of Fiber Home.In the fifth chapter,I developed Fiber Home's marketing strategy,and researched on the implementation plan of Fiber Home's international market from various aspects on the basis of a clear market positioning.