|
In recent years, along with the development of the Internet boom and the popularity of various broadband applications , the user rapidly increasing demand for access bandwidth , which greatly stimulated the deployment of broadband access networks , FTTH as an advantage of the broadband access technology has been widely commercially . FTTH as a new product , new market in China is gradually accepted and applied , the wind relaxation Ni Dexia too light communication ( Hangzhou ) Company as a newly established company , how the products to the Chinese market , and won the Chinese market , with the global development strategy of the Corporation , is a problem faced by the company . To this end , this paper combined EMBA learning courses apply theory to analyze and propose appropriate marketing strategies . This paper uses Michael Porter 's industry competitive analysis methods , development affect the company's FTTH products market participants : customers, suppliers , competitors , potential entrants and substitute products provider , as well as other factors such as government , technology comparative analysis ; SWOT method to analyze the macroeconomic environment faced by the company , the internal conditions to identify the company 's strengths and weaknesses , opportunities and threats , to point out , too light , wind relaxation Ni Dexia communication objectives and positioning of the company , a clear company strategic choice. Combined with the company 's goals , strategy and positioning , the use of the Flygt general Kotler marketing theory , from the product , price , channels , and sell four aspects to develop the marketing mix to develop the company's marketing strategy . At the same time , in the marketing strategy , the paper discusses in detail the importance of relationship marketing and proposed marketing strategy implementation process , and how to improve relationship marketing, relationship marketing to consolidate the company's marketing strategy , better , faster access Chinese market , and service for Chinese customers . Hopefully, this article can provide some help for the company's strategy .
|