Research On Marketing Strategy Of FJ Mobile’s Family Market

It comes out a three-pillar situation after restructing the telecommunications industry, all the three operators got the all-service operation qualification, which caused further competition in telecommunications market. And with the promotion of national Triple play and digital home industry policy, The Triple play technology, Internet of Things(IOT) technology and Cloud computing technology and other technical factors further drive to a development trend which are family digitization, networking and intelligent, then family market will become a core of fixed-line telecom and mobile telephone combination.As the development trend of family informationization,telecommunications industry of family market are gradually turning to Comprehensive Information Service from a single telecommunication service, it turns out a integration, intelligent and convergence development trend. In order to take family clients effectively, since the original single family telecommunication products have been unable to meet the demand of family informationization any more, and the original simple Marketing Strategy are also not be able to promote the development of family market efficiently in the fierce competition market, so it requires re-checking and surveying family market to have a new marketing development strategy.This article are based on the marketing theory, comprehensively analyse family marketing environment, consumer demanding and competitors for the telecommunications industry, and then summarize the strengths,weaknesses,opportunities and threats for family marketing of FJ mobile, and go through deeply to find out the whole demand for family marketing, so that can clear out and build up a tripe play environment system under the four family products systems, and establish the appropriate4P marketing strategy as a basis, which provide a long-term clear development direction for FJ mobile family marketing.