菏泽网通宽带业务营销策略研究-工商管理专业论文.docxVIP

菏泽网通宽带业务营销策略研究 摘要 随着中国经济的发展，特别是加入WTO后，国内电信业将面临全球通信企业 的挑战，从最初的邮电局到现在的5+1竞争格局，国内电信业在各个层面展开了 激烈竞争。随着人民生活水平的提高，宽带业务呈现旺盛的需求趋势，在固网电 信行业传统业务逐渐萎缩，传统业务收入零增长、甚至负增长的时候，宽带业务 早己经是各个固网运营商投入大量人力、物力、资金互相争夺的领域。在菏泽市， 作为主导运营商的菏泽网通所面临的机遇和挑战都是前所未有的，公司将采取何 种防御战略，保持存量、发展增量；采取何种市场营销策略，击败挑战者、追随 者和利基者对目标用户市场的“蚕食’’，最大限度的赢取市场及客户；如何在为客 户创造最大价值的基础上，企业赢得较高的经济回报等问题将是摆在菏泽网通面 前的重要课题。 本文选择菏泽网通的宽带业务作为研究对象，综合运用市场营销等有关理论及 分析方法，运用PEST法分析了菏泽宽带业务市场的外部环境，并利用迈克尔·波 特五种力量模型分析了菏泽宽带业务的微观竞争环境，然后在对企业宽带产品 SWOT分析、用户消费行为分析的基础上，围绕顾客满意、产品、价格、渠道、整 合营销五个方面提出了菏泽网通继续保持和扩大宽带市场应采取的市场营销策略。 关键词 菏泽网通 宽带营销策略消费者行为  ABSTRACT With the development of China economy，especially the entry of the WTO．the domestic telecommunication industry will face the global challenge．From the prim踟7 post office to the present 5+1 competition pattern，the domestic telecommunication companies have competed very fiercely in every aspect．With the improvement of people’S living conditions，there is an increasing demand of wide brand intemet service． When the traditional business of the fixed telecommunication industry is graduallv shnnking，and the zero increase，even the minus increase appears in the traditional business，the broad band business has been scrambled by every operator of the fixed telecommunication companies who have spared their labors and capitals into it．In Heze city,the net telecom as the leading operator is facing the unprecedented opportunities and challenges．How the company defenses，keeps the stocks and develops the incremental quantity；which marketing strategies it will take to beat the competitors． followers and the nichers“nibbling”the target markets and to win the marl(et shares and customers maximally；how it can gain more economic returns on the basis of creating the maximum values for the customers．Those are the important tasks which the Heze Telecom is facing． The paper chooses the broad band of the Heze Telecom as the research object． In the beginning，the author uses the PEST theory to analyze the outside environment of the H