从2013年下半年开始,中国电信在公众宽带市场陷入了残酷的价格战,竞争对手

用超低的价格抢夺公众宽带市场。为确保公众宽带市场的稳定和保有,确保中国电信在

公众宽带市场的市场占有份额和收入的稳定增长,市场定位、市场细分和精确化营销凸

显重要。

本文通过分析Y电信公司的现状,了解公众宽带市场所面临的发展问题。通过对公

众宽带市场的内外部环境研究,竞争对手情况分析,明确电信宽带产品的核心竞争力后,

初步制定Y电信公司公众宽带市场的市场定位和市场细分设计;通过对公众宽带市场的

客户行为分析,了解客户的需求和行为;最后,围绕市场细分后的定位设计,完成市场

定位中的产品定位策划,品牌定位策划,价格、渠道、销售等方面的布置。通过理论研

究加实践验证和调整,促进Y电信公司实现公众宽带市场的市场维稳,风险缓慢释放。

关键字:市场定位;核心竞争力;客户行为分析

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华东理工大学硕士学位论文

Market Positioning Research On the Public Broadband

Based on Telecom Company Y

Abstract

Since the second half year of 2013,public broadband network of China Telecom fell in a

cruel pricing competition as the competitors aimed to occupy the market with lower price. In

order to keep the broadband network stable and retainable,and ensure the market share and

the income of China Telecom rise steadily, the market positioning, market segmentation, and

accurate sales becomes very important.

This disertation shows the real problem occured during the development of public

broadband network by analysis on Telecom company Y,designed the public broadband

marketing position and segmentation for Telecom company Y by studying the internal and

external environment of public broadband network and analysis of competitor's situation with

identification of the core advantages of Telecom broadband network products. And also it

analyzed the customer behaviors and their requirements, then focusing on the positioning

design after marketing segmentation,finally completed product positioning planning, brand

positioning planning, organization of pricing, channels, sales etc.. It stimulated the stability

and risk slow releasing in public broadband market of Telecom company Y through theory

researching as well as practice verification and adjustment.

Key words: market positioning,core competence, customer behavior analysis