摘要(英) |
In recent years, Cable MSOs fear Chunghwa Telecom(CHT) began to develop its MOD service and to provide Triple Play integrated services, thus occupy their market share of Cable TV. So they provided broadband service as well to compete with CHT, wished to be the only last mile and Triple Play services provider in market.
Different from direct marketing by house-to-house of CHT, Cable MSOs focus on the community buildings, use their low price strategy to penetrate broadband service market effectively and efficiently, and seize the telecom room of buildings to keep their opponents out. However, CHT’’s broadband service had been positioned as high quality but more expensive long ago. So how to change this existing perception and increase price flexibility with value-added services is the key point of marketing in community.
In this study, how the sub-brand of broadband service to provide different using experience and total solution is mainly focused. And the purposes of this study are:
1.Define the position of sub-brand by four major elements.
2.Choose the execute sequence of four major elements.
3.If the householders were fully satisfied by this sub-brand, would they prefer to transfer?
4.Develop the marketing tactics for different segmentations by using background information.
Finally, the most important conclusion is free economic model and all suggestions are made to help CHT to develop marketing strategies for community in the future.
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