Research On Group Customer Marketing Strategy Of S City Radio And Television Network Company Under The Background Of Triple Play

In recent years,with the promotion of the "three-network integration" and "broadband China" policies,telecommunications and radio and television has broken industry barriers and achieved two-way access to broadband and television.China Telecom,China Mobile,China Unicom's IPTV and OTT offload TV services,broadcast and television have entered broadband communications field,and became the fourth operator in the 5G era.Facing the severe development trend of the slump in the general passenger market,broadcast and television operators in various places have accelerated their transformation and upgrades in search of a way to break the situation.According to the "Pareto Effect",that is,20% of group customers and important customers contribute 80% of the profits of some enterprises.Now major operators in China have realized that group customers are an important source of income and profit for enterprises.The impact of retention and business increase and decrease on the overall performance of the company is particularly obvious.Therefore,group customers(big clients)have become the most fierce competition among operators.In this paper,the external environment and internal elements of S city's Broadcastand Television Network Company are analyzed,the industry macro environment is analyzed by PEST analysis,make EFE and IFE matrix analysis of S City's Broadcast and Television Network Company's strengths,weaknesses,opportunities and threats is established,summarizing the opportunities and challenges in the current fierce competition environment.To explore the problems and Countermeasures of group customer business marketing process.The paper shows that under the background of three networks convergence,as the fourth operator in 5G era,Broadcast and Television Network Company should take the opportunity of NGB network construction,broadband China and 5G construc-tion,tap the advantages of video transmission,make full use of modern network in formation technology such as Internet of Things,Cloud Computing and 5G,actively participate in ICT information technology business of government and enterprise,under the precondition that group customer business is just starting and marketing experience is scarce.On the basis of market segmentation,to improve the group customer marketing system from all aspects,do a good job in product,price,channel,promotion,people,process,performanceand project strategies8 Pstrategy,with "value" asthecore,optimizes and enhances the group customer business share.The paper takes S City's Broadcast and Television Network Company as an example,and tries to rebuild group customer marketing system under the guidance of STP and8 Ps marketingstrategy: break the brand of Fujian Broadcast and Television Network Group,subdivide the customers and prices under the market,and dig deep channels of government and enterprise.Flexible penetration of relationship marketing fine design group customer promotion,create a strong S City's Broadcast and Television Network customer team,optimize customer business processes,make good use of project strategies,useperformance system toimprove the execution ofthe customer team,strengthen information integration projects.