景德镇联通宽带业务市场营销策略研究.pdfVIP

要 在我国各个省市电信行业固定网络传统业务量逐步减少、业务收入负增长的 状况下，宽带业务早己经成为我国各个电信运营商投入大量人财物争夺的主要市 场。在景德镇市及周边地区的宽带业务市场中中国联合通信有限公司景德镇分公 司既拥有一定的竞争优势，又存在一定的劣势，其宽带业务在之前无线网络的基 础上，融入了中国网通景德镇分公司的宽带接入、宽带内容及应用服务等宽带业 务。 本文运用市场营销学和战略管理学等学科的相关知识，对景德镇市宽带市场 情况和中国联合通信有限公司景德镇分公司宽带业务发展情况进行了分析，运用 SWOT 分析对景德镇市宽带业务市场竞争格局进行了分析，并通过对宽带市场的目 标客户群进行科学合理的细分，有针对性 提出了面向激烈市场竞争的营销策略。 关键词：宽带 市场营销 竞争 1 Abstract Various provinces and municipalities in Chinas fixed network telecommunications industry to gradually reduce the volume of traditional business, operating income of the state of negative growth, broadband has become operational as early as the various telecom operators in China putting in a lot of people competing for the main property market. In Jingdezhen City and the surrounding area broadband services market, China United Telecommunications Co., Ltd. Jingdezhen Branch both have a certain competitive advantage, but also there are some disadvantages, and its broadband services in the previous wireless network based on the integration of the sub-Jingdezhen China Netcom the companys broadband access, broadband content and application services such as broadband services. This article study the use of marketing and strategic management disciplines, such as study of relevant knowledge, on the broadband market conditions in Jingdezhen City and China United Telecommunications Co., Ltd. Jingdezhen broadband business development division to conduct an analysis of the use of SWOT analysis of Jingdezhen City broadband services market competition pattern an analysis of the broadband market through the target audience for the breakdown of scientific and rational, has put forward a fierce competition in the market-oriented marketing strategy. Keyword