（参考）江苏电信宽带业务市场营销策略研究.docVIP

江苏电信宽带业务市场营销策略研究 摘 要 江苏电信要想在当前复杂多变的环境中在宽带业务上获得持续竞争优势，寻求更大发展，就必须对自身的优势与劣势、面临的机遇与挑战有个全面清醒认识，必须运用最符合实际的市场营销思想来经营宽带业务，制定出适合实际情况的营销战略。 本文采用理论结合实践的方法，在对企业进行实际调研的基础上，综合运用市场营销、战略管理等理论，对江苏电信宽带业务的市场营销策略进行研究。目的是促进江苏电信在激烈的宽带业务竞争中建立并保持可持续发展的竞争优势。本文运用所学的波特模型分析、SWOT分析、市场细分理论、4P理论等市场营销理论知识，并结合市场调研所掌握的一些资料，对江苏电信业务市场进行了细分，重新确定了公司业务的目标市场，提出了适合江苏电信宽带业务发展的市场营销组合策略，分别从产品策略、价格策略、渠道策略、促销策略等方面进行了阐述和分析，在产品策略中，又重点针对产品质量、产品组合营销，品牌、服务等方面进行了细化分析，在促销策略中，又重点针对广告宣传、优惠政策促销、人员促销、公共关系等方面进行了细化分析。最后，提出了各项营销策略顺利实施所需的保障措施。希望能够对江苏电信宽带业务未来的生存和发展提供一定的参考和借鉴作用。 关键词：江苏电信；宽带业务；营销策略  Marketing Strategy for Broadband Services of Jiangsu Telecom Abstract In the current complex and volatile environment, in order to get sustainable competitive advantage for the broadband business, Jiangsu Telecom must work harder to have a full knowledge of their own strengths and weaknesses, opportunities and challenges. Besides, Jiangsu Telecom shall also use the most suitable marketing theory and work out a most practical marketing strategy to run the broadband business. The author do many survery in the market and use much relative marketing theories for example Marketing Management and Strategic Management to make a close research of the broadband business of Jiangsu Telecom. The goal of this article is to make a completed marketing program for Jiangsu Telecom to win sustained success in the market competition. By using the knowledge of Porter’s competitive advantage model analysis, SWOT analysis, market segmentation theory and 4P marketing mix, together with the experiences obtained from practice of work, the author segments the market, then repositioned its target market. The author states the combined marketing strategy for the development of broadband service business, the combined marketing strategy is comprised of product strategy, pricing strategy, channel strategy and promotion strategies. In product strategy and marketing strategies, the author stresses on quality, brand, service and advertising, preferentia