电信宽带产品营销策略研究.pdfVIP

要 宽带业务是江西电信由传统基础网络运营商向现代综合信息服务提供商转变 的基础，宽带业务发展的好坏直接关系到江西电信战略转型的成败。江西电信自 2000 年正式开办宽带业务以来，宽带用户从 1 万户发展到 187 万户，年平均增长 75%，但随着铁通、网通等竞争对手的逐步加入，面对竞争对手的低价竞争，2008 年，江西电信宽带用户数同比增长33%，而宽带收入同比增长只为24%，远不如用 户数增长。 本文在分析江西电信宽带业务面临的环境及企业自身状况的基础上，对江西 电信宽带产品的营销策略进行了研究。对江西电信宽带产品进行市场细分，提出 了目标市场应选择完全市场覆盖，市场定位策略应采取市场领先者策略，采用以 差异化策略为主的营销组合策略，加强渠道建设，大力开发 ADSL 2＋、无线宽带 和宽带增值业务等新产品；针对不同用户群体采取灵活的价格策略，对网吧等对 质 和服务要求较的高端用户采取高质高价策略，对价格敏感的低端用户采取低 质低价策略，既要提高宽带产品收入，又要保护市场份额；大力发展电脑公司和 证券公司等营销渠道，积极推进网上营销，并采取适当的广告促销。相信这对江 西电信保住现有宽带产品市场份额，维护其市场领先者地位，提高宽带业务收入 增长率，建立持续竞争优势，具有积极的现实意义。 关键词：江西电信，宽带产品，市场细分，营销策略 1 Abstract Broadband services are the basis that Jiangxi Telecom changed from the traditional network operators to a modern integrated information provider ; the development of broadband services is directly related to the quality of the strategic transformation of Jiangxi Telecom. Jiangxi Telecom formally set up Broadband services since 2000, the user of broadband have added from 10,000 to 1, 870, 000, the average rate of growing is 75% per year. But with joining of the rivals, facing the rivals low price, Jiangxi Telecom broadband users grown rate is 33 %, while the income average grown rate of broadband services is only 24%, it is lower than the grown rate of the users. Based on the analysis of the broadband product environment of Jiangxi Telecom. and the company s own situation, the thesis studies the Market Strategy of broadband services in Jiangxi Telecom. and segments the broadband product market .It points the Broadband Business s market target should be a full market coverage, market position should adopt market-leader strategy, company should use the different sale tactics , enhance the channel construction and develop new products, such as ADSL2 + ,wireless