摘 要
光纤宽带作为信息化的最新技术之一，具有广阔的应用前景。电信运营商企业在有限的时间内及时扩大光纤宽带市场份额是保持竞争领先优势的重要发展目标。本文采用理论结合实际的方法，综合运营市场营销、市场细分等管理理论，对广东电信公司光纤宽带的发展进行研究，目的是促进广东电信公司光纤宽带的规模化发展。
本文首先回顾了近年广东电信公司光纤宽带的发展情况，并利用PEST模型分析了广东的宏观环境，然后结合SWOT方法，分析了广东电信自身的优劣势及所面临的机会和挑战，总结得出了广东电信公司在光纤宽带发展中存在的问题和影响因素；根据以上几个方面的综合分析结果，在借鉴国外领先电信运营商企业光纤宽带发展成功经验的基础上，提出了广东电信公司光纤宽带总体发展策略及目标，并从“硬件”和“软件”两方面制定了光纤宽带策略发展市场营销组合策略内容，最后从组织、资金、人力、系统及创新机制等方面阐述了光纤宽带规模化发展策略成功实施的保障措施。
本文运用对标研究、PEST、SWOT等分析方法，对广东电信光纤宽带营销工作具有直接的指导作用；同时，对同行业的市场营销工作也有一定的参考和借鉴意义。
关键字：光纤宽带、营销策略、市场细分、广东电信
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Abstract
As most promising business, the fiber-optic broadband network service commands a fine prospect. The important development goal of keeping the competition advantage is to expand market shares in a limited time period for telecom operators. This thesis is a fiber-optic broadband business in Guangdong Telecom. It uses the method of combining theory with practice. Founded on the actual investigation of the enterprise, it integrates the utilization of the related management theory like strategy management, market segmentation etc. The purpose is to promote scale development of fiber-optic broadband for Guangdong Telecom.
This thesis describes the development of Guangdong Telecom firstly; and the internal environment PEST model has been used in analyzing the competitive environment of Guangdong Telecom; Specify its own advantages and disadvantages as well as the opportunities and the challenge combined with the SWOT analysis method; we summarizes that the problems and influencing factors of Guangdong Telecom in the development of fiber-optic broadband; On the basis of the preceding analyses and the successful experience of fiber-optic broadband of foreign advanced telecom operators , we put forward the general strategy and goals for the development of the fiber-optic broadband business of Guangdong Telecom. From both hardware and software make fiber-optic broadband strategy implementation marketing combine. Finally, from organizations, funds, human resource and innovation mechanisms on how to protect fiber-optic broadband scale development.
The main use of benchmarking study, method, such as PEST, SWOT analysis methods to reach fiber-optic broadband development strategy for the development of Guangdong Telecom broadband guidance, but also wish that other subsidiaries of China Telecom to municipal broadband development guidance and experiences.
Keywords: optical fiber broadband, marketing strategy, marketing segmentation,
Guangdong Telecom
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目 录
摘 要 .............................................................. 1 ABSTRACT ........................................................... 1 目 录 .............................................................. 1 第一章 绪论 ........................................................ 1 1.1 研究背景及意义 ................................................. 1 1.2 本文研究的方法 ................................................. 1 1.3 研究思路和论文框架 ............................................. 2 第二章 理论综述 .................................................... 5 2.1 现代市场营销观念演变 ........................................... 5 2.2 营销组合策略的4PS元素 ......................................... 5 2.3 顾客满意的企业经营哲学 ......................................... 6 第三章 广东电信公司光纤宽带发展现状分析 ............................. 9 3.1 广东电信公司发展概述 ........................................... 9 3.2 外部宏观环境分析 .............................................. 11 3.3 竞争环境分析 .................................................. 16 3.4 光纤宽带发展中存在的问题及影响因素 ............................ 18 第四章 国外运营商光纤宽带发展经验与启示 ............................ 21 4.1 国外运营商宽带发展案例分析 .................................... 21 4.2 国外运营商宽带发展经验总结分析 ................................ 27 第五章 广东电信公司光纤宽带发展营销策略 ............................ 29 5.1 市场细分策略 .................................................. 29 5.2 光纤宽带4PS营销策略 .......................................... 33 第六章 广东电信公司光纤宽带发展策略实施保障 ........................ 39 6.1 实施组织保障 .................................................. 39