China NGN New Service Marketing Research Annual Report 2006

Table of Contents

1 Definition and Research Scope

• 1.1 Definition of NGN
• 1.2 Characteristics and business of NGN
• 1.3 Research scope
• 1.4 Terms

2. Analysis of status quo of China's NGN industry and forecast

• 2.1 Analysis of status quo of China's NGN telecom service industry
  • 2.1.1 Macro environment of NGN
  • 2.1.2 Domestic NGN development
  • 2.1.3 Market of NGN equipment manufacturers
• 2.2 Analysis of developing trend of NGN business market
  • 2.2.1 Analysis of developing trend of user scale
  • 2.2.2 Analysis of developing trend of NGN port scale

3. Framework of maketing theory of NGN business

• 3.1 Problems of current value chain of telecom business marketing
• 3.2 Integration marketing shows the direction for NGN marketing
• 3.3 Combination marketing is the development of integration marketing and makes NGN marketing operable

4. NGN business marketing

• 4.1 Market needs and value positioning of China's NGN business (Consumer wants and needs)
  • 4.1.1 Market needs of industry users on NGN business
  • 4.1.2 Market needs of individual users on NGN business
  • 4.1.3 Development strategy of NGN users
• 4.2 NGN product positioning
• 4.3 NGN marketing strategy
• 4.4 NGN marketing combination
  • 4.4.1 NGN brand system design (Communication)
  • 4.4.2 NGN product combination and pricing
  • 4.4.3 NGN product promotion (Convenience)
  • 4.4.4 NGN channel combination and optimization

Appendix: Analysys' data collection flow and methodology

• 1. Introduction
• 2. Research approaches of consumer market
• 3. Research approaches of different enterprise market
• 4. Flow and method of data analysis

List of Figures

• Figure 1-1 NGN architecture 1
• Figure 2-1 NGN market share in China by June06 (number of thread)
• Figure 2-2 Forecast of number of NGN users
• Figure 2-3 Forecast of number of NGN ports (Units in ten thousands)
• Figure 3-1 Basic telecom marketing process
• Figure 3-2 Integration marketing is the extension of traditional 4P theory
• Figure 4-1 Classification of industry customers
• Figure 4-2 Different business needs
• Figure 4-3 NGN business needs in IT communication industry
• Figure 4-4 NGN business needs in trade industry
• Figure 4-5 NGN business needs in transportation and logistics industry
• Figure 4-6 NGN business needs in real estate industry
• Figure 4-7 NGN business needs in scientific research, culture and sanitation industry
• Figure 4-8 NGN business needs in hotel industry
• Figure 4-9 NGN business needs in office building industry
• Figure 4-10 User market evaluation and positioning
• Figure 4-11 NGN business evaluation and positioning
• Figure 4-12 Considerations in brand naming
• Figure 4-13 Order of user's acknowledgement
• Figure 4-14 Key factors of NGN channel trading node

List of Tables

• Table 1-1 List of new value added service of NGN 4
• Table 2-1 Comparison of NGN construction of domestic operators
• Table 4-1 NGN business needs of industry
• Table 4-2 NGN business needs of individual users
• Table 4-3 Comparison of characteristics of needs and comsumption of enterprise and individual users
• Table 4-3 Instructions of some NGN business functions
• Table 4-4 User evaluation model
• Table 4-5 Business evaluation model
• Table 4-6 Sample of NGN business naming scheme
• Table 4-7 Sample of product combination scheme for top grade hotels
• Table 4-8 Sample of product combination scheme for IT manufacturers
• Table 4-9 NGN product combination promotion
• Table 4-10 Sample of combined set scheme for top grade hotels
• Table 4-11 Sample of combined set scheme for IT manufacturers
• Table 4-12 Strategy application for different customers and business