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AbstractAsmostpromisingbusiness,thefiber-opticbroadbandnetworkservicecommandsafineprospect.Theimportantdevelopmentgoalofkeepingthecompetitionadvantageistoexpandmarketsharesinalimitedtimeperiodfortelecomoperators.Thisthesisisafiber-opticbroadbandbusinessinGuangdongTelecom.Itusesthemethodofcombiningtheorywithpractice.Foundedontheactualinvestigationoftheenterprise,itintegratestheutilizationoftherelatedmanagementtheorylikestrategymanagement,marketsegmentationetc.Thepurposeistopromotescaledevelopmentoffiber-opticbroadbandforGuangdongTelecom.ThisthesisdescribesthedevelopmentofGuangdongTelecomfirstly;andtheinternalenvironmentPESTmodelhasbeenusedinanalyzingthecompetitiveenvironmentofGuangdongTelecom;SpecifyitsownadvantagesanddisadvantagesaswellastheopportunitiesandthechallengecombinedwiththeSWOTanalysismethod;wesummarizesthattheproblemsandinfluencingfactorsofGuangdongTelecominthedevelopmentoffiber-opticbroadband;Onthebasisoftheprecedinganalysesandthesuccessfulexperienceoffiber-opticbroadbandofforeignadvancedtelecomoperators,weputforwardthegeneralstrategyandgoalsforthedevelopmentofthefiber-opticbroadbandbusinessofGuangdongTelecom.Frombothhardwareandsoftwaremakefiber-opticbroadbandstrategyimplementationmarketingcombine.Finally,fromorganizations,funds,humanresourceandinnovationmechanismsonhowtoprotectfiber-opticbroadbandscaledevelopment.Themainuseofbenchmarkingstudy,method,suchasPEST,SWOTanalysismethodstoreachfiber-opticbroadbanddevelopmentstrategyforthedevelopmentofGuangdongTelecombroadbandguidance,butalsowishthatothersubsidiariesofChinaTelecomtomunicipalbroadbanddevelopmentguidanceandexperiences.Keywords:opticalfiberbroadband,marketingstrategy,marketingsegmentation,GuangdongTelecom目录摘要................................................................1ABSTRACT.............................................................1目录................................................................1第一章绪论..........................................................11.1研究背景及意义.................................................11.2本文研究的方法.................................................11.3研究思路和论文框架.............................................2第二章理论综述......................................................52.1现代市场营销观念演变...........................................52.2营销组合策略的4PS元素....
