景德镇景德镇电信宽带业务营销策略研究

景德镇电信宽带业务营销策略研究

摘 要

景德镇电信自 2000年正式开办宽带业务以来,宽带用户从1.2千户发展到

7.8

万户,以120%的年平均增长速度递增。但是,随着铁通、联通、 网通、广电等竞

争对手的逐步加入,面对竞争对手的低价竞争,景德镇电信采取的营销策略主要

为低价应对和全员营销。这使得宽度业务收入只从319万元增长到4300万元,年

平均增长率只有46%。宽带业务的收入增长率与用户增长率相差74%,特别是从2008

年开始,景德镇本地网的宽带收入增长只有13%,远不如用户增长率;宽带平均每

用户收入下降太快,为全省后几位。本文在分析电信宽带业务面临的环境及企业

自身能力的基础上,对景德镇电信宽带业务的营销策略进行了研究。对景德镇电

信宽带业务进行了市场细分,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:大力开发

ADSL2+等宽带业务新产品;针对不同用户采取灵活的价格策略,对网吧等对质量

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,既要提高宽带业务收入,又要保护市场份额;大力发展电脑公司等营销

渠道,尽早开发网上营销,逐步取消全员营销;对宽带业务采取增加广告和促销

成本。相信这对企业保住现有宽带业务市场份额,维护其市场领先者地位,提高

宽带业务收入增长率,具有积极的现实意义。景德镇电信在今后的发展中,由于

本身存在的一些劣势,加上内外部环境的变化,营销策略的实施将遇到一些问题

和困难,需要对公司组织、营销组织、营销执行和营销控制加强管理,共同应对

变化,建立持续竞争优势。

本文共分为四个部分,第一部分介绍了选题背景及意义和研究的理论基础;

第二部分对景德镇电信宽带业务环境与自身情况进行分析,阐述了景德镇电信面

临的宏观和行业环境,以及景德镇宽带业务发展情况;第三部分对景德镇电信宽

带业务的营销现状及其问题进行了分析,从分析中发现景德镇电信宽带营销中的

问题;并根据景德镇宽带营销问题提出了下步的宽带营销策略,制定了景德镇电

信的宽带业务的营销组合、宽带价格策略、差异化服务、广告促销等不同的营销

策略。第四部分对景德镇电信宽带业务营销策略的实施和控制进行阐述,落实上

述的宽带营销策略。关键词:景德镇电信宽带业务营销策略1 ABSTRACT

Since JingdezhenTelecomoffers broadband service in 2000, the figureofbroadband subscribers has reached 78 thousand from 1.2thousand. , increasing by theaverage annual growth rate of 120 percent. However, as Railcom,China Unicom,

ChinaNetcom, radio and television gradually access to the market andtake low-pricecompetition strategy, Jingdezhen Telecom has to take low-pricemarketing strategy andwhole staff marketing strategy to deal with this situationThis makes

broadband serviceincome only reached 43 million yuan from 3. 19 million yuan, by theaverage annualgrowth rate of 46 percent. The income growth rate of broadband usersand the usergrowthrate has a difference of 74percent .Especially since 2008,Jingdezhen localbroadband revenue has a growth of only 32 percent, far less thansubscriber growth; andaverage revenue per user fell much faster than thewhole province

Based on the analysis of the service environment and enterprisecapability of

Jingdezhen Telecom, this article tries to make some study onmarketingstrategy ofbroadband service. It’ s suggested that we choose full market coverageaiming at targetmarket by market segmentation. And we should take market leaderstrategy and usemixed marketing strategy emphasizing on differences strategies. Wemust make moreeffort to develop new Products of broadband services such as ADSL2+ and etc. , adopt

flexible pricing strategies for different users, for example, takehigh-quality high-pricedstrategy to the high-end users such as Internet cafes which havehigher requirements onquality and service than the price-sensitive low-end users, takelow-quality low-pricestrategy for the latter. It is necessary to improve the broadbandbusiness income and toprotect market share. So we must develop computer company and othermarketingchannels, realize online marketing as soon as possible, abolishwholestaff marketinggraduallyIt’ s necessary to to increase advertising and promotioncosts for broadbandservice. I believe all these methods above have a positive andpractical significance tokeep the existing broadband service market share, maintain itsleading market positionand improve the broadband service revenue growth,Because of someinherent disadvantages, coupled with the changes in the externalenvironment, the implementation of marketing strategies willencounter some problems

and difficulties. Jingdezhen Telecom has to optimize marketingorganizations andstrengthen management in execution and control to cope with changesand to keepsustainable competitive advantage

2 The article mainly has four parts. The first part is about thebackground andsignificance of selecting this topic. And part I introduces sometheory in this field. Part

II has carried out analysis on broadband service environment inJingdezhen and on

Jingdezhen Telecom itself, describes the environment in macroscopicview and industry

Jingdezhen Telecom now facing. as well as broadband servicedeveloping condition;

The Part III analyse the current marketing situation and the problems,and providesconcrete tactics to solve the problems, such as price tactics ,difference-rization service ,advertisement promotion. Part IV introduces how to put the tacticsinto effect and makeit under control to realize the above-mentioned broadband service

tactics

Key Words: Jingdezhen Telecombroadband servicemarketing strategy

3 目 录

引

言???????????????????????????????????????????????????????????????????

????????????????????????????????????????????????????1

1. 绪论???????????????????????????????????????????????????????????????????

?????????????????????????????????????????????????2

1. 1 选 题 背 景 及 意义???????????????????????????????????????????????????????????????????

??????????????????????2

1. 1. 1 选 题 背景???????????????????????????????????????????????????????????????????

???????????????????????????2

1. 1.2 研 究 意义???????????????????????????????????????????????????????????????????

???????????????????????????3

1.2 研 究 的 理 论 基础???????????????????????????????????????????????????????????????????

??????????????????????3

1.2. 1 波 特 的 五 种 作 用 力 模

型???????????????????????????????????????????????????????????????????

????3

1.2.2 SWOT 分 析 模型???????????????????????????????????????????????????????????????????

???????????????3

1.2.3 价 值链??????????????????????????????????????????????????????????????????

???????????????????????????????4

1.2.4 营 销 策 略 市 场 细分???????????????????????????????????????????????????????????????????

???????????5

1.3 研 究 思 路 与 方法???????????????????????????????????????????????????????????????????

??????????????????????5

1.3. 1 研 究 思路???????????????????????????????????????????????????????????????????

???????????????????????????5

1.3.2 研 究 方法???????????????????????????????????????????????????????????????????

???????????????????????????6

2. 景 德 镇 电信 宽 带业务环 境 与 自 身 情 况 分析??????????????????????????????????????????????????????????7

2. 1 景 德 镇 电 信 及 宽 带 业 务 简介???????????????????????????????????????????????????????????????????

???7

2. 1. 1 景 德 镇 电 信 简介???????????????????????????????????????????????????????????????????

???????????????7

2. 1.2 宽 带 业 务 简介???????????????????????????????????????????????????????????????????

???????????????????7

2.2 景 德 镇 电 信 宽 带 业 务 的 环 境 分析??????????????????????????????????????????????????????????????7

2.2. 1 宽 带 业 务 宏 观 环 境 分析???????????????????????????????????????????????????????????????????

????7

2.2.2 宽 带 业 务 行 业 竞 争 环 境 分析?????????????????????????????????????????????????????????????11

2.2.3 宽 带 业 务 市 场 环 境 分析???????????????????????????????????????????????????????????????????

??14

2.3 景 德 镇 电 信 宽 带 业 务 自 身 情 况 分析????????????????????????????????????????????????????????24

2.3. 1 景 德 镇 电 信 宽 带 业 务 发 展 状