The World gets closer through Internet and Internet Phone would play an important role in speeding up this process. Also many specialists say that Internet Phone will continue its growth through the development of Internet Network and new Protocols. The best merit of Internet Phone Services, which has been permitted as Differently Stipulated Telecommunication Industry in Korea since 1988.1.1, is overcoming the limit of distance and reducing the service prices. As Telephone service has the Peculiarity of Goods which is difficult of discriminating specially, though Internet Phone has low quality and more inconvenient usage, low price has a big merit to attract many customers. Therefore, it is expected that the demand for Internet Phone increase rapidly in the scope of permission of capacity. That is to say, the view is predominant that if restrictions of capacity is solved, Internet Network will continue to grow due to its efficiency and finally unify the existing Telephone Network.
This thesis proposes substantial Strategies to be able to realize real marketing activities after we set up 4Ps Strategies rationally according to Product Life Cycle Theory in order to accomplish original Objective, which is presenting Marketing Strategies for Internet Phone Services. To establish this Strategy, this paper investigated the general principles of Internet Phone on the theoretical basis such as the characteristics of Service Marketing, Product Life Cycle Theory 4Ps Strategies and etc., moreover inspected Technology development and standardization trend of Internet Phone and future development possibility, and then analyzed Internet Phone Market on the ground of all sorts of estimating data, and afterwards chose the objectives of marketing Strategies for Internet Phone Service such as the existing Marketing protection Strategy in Introduction Stage, Market Share enlargement Strategy in Growth Stage, Market Share Maintenance and Profit Maximization Strategies in Maturity Stage, and proposed in detail 4Ps Strategies on respective Strategy.
