与语音市场相比,宽带市场竞争更为激烈,原因主要有两点:一是参与宽带市场竞争者的数量多,不仅有三大全业务电信运营商,还有全国性或区域性宽带运营商,如鹏博士、有线通等。二是随着语音低值化,宽带业务成为运营商收入保有或收入增长的关键业务。尤其在经济较发达区域,宽带市场成为运营商的必争之地,主导运营商面临增量市场不足、存量市场流失日趋严重的困境。为了增加宽带收入和有效降低宽带用户离网率,宽带运营商除了推出宽带提速、改善服务等竞争对手较容易跟进的举措外,还持续推出了一些宽带应用产品。那么,宽带应用产品的使用情况如何?不同忠诚度的宽带客户对宽带产品的使用意愿与需求有哪些差异?哪些宽带应用产品能降低客户离网率?笔者采用客户调研分析的方法尝试回答上述问题。 Compared with the voice market, the competition in the broadband market is more fierce. There are two main reasons for this: First, the number of competitors participating in the broadband market is large. There are not only three full-service telecom operators, but also national or regional broadband operators such as Dr. Peng, cable and so on. Second, with the low voice rate, broadband service has become a key business of operator’s revenue retention or revenue growth. Especially in the more economically developed regions, the broadband market has become a battleground for operators, leading operators face the predicament of insufficient incremental markets and loss of stock markets. In order to increase broadband income and effectively reduce the out-of-network rate of broadband subscribers, broadband operators have introduced some broadband application products in addition to those that are more easily followed by competitors such as broadband speed-raising and service improvement. So what about the usage of broadband applications? What are the differences between the wishes and requirements of different broadband loyalty customers? What broadband applications can reduce the customer’s off-grid rate? The author uses the method of customer research and analysis to try to answer the above questions .