Research On Marketing Strategy Of Broadband Service In China Mobile XX Company

With the national "broadband Chinese" and "Internet plus" strategy have been introduced and well executed,as of the first half of 2017,China's broadband penetration rate has reached 67%,but compared with developed countries,whether it is broadband access bandwidth or user penetration rate is far below the level of them.Therefore,the potential of our country's broadband market is huge.The initial completion of 4G network has forced operators to transfer part of their resources to broadband services,making broadband services stable and continuous investment in recent years.This is also accelerating the upgrading of broadband business,responding to the call of national speed increase and cost reduction.Under the environment of traditional telecom business income saturation,the popularity of home broadband and upgrading of products become one of the main sources of future revenue for operators.The three major operators are aware of the broad band Market after this,making the competitive broadband market more brutal.As the new entry of broadband service,XX mobile lacks a set of mature and stable broadband service marketing system.This thesis mainly studies the marketing strategy of XX mobile broadband service according to the 4P theory.First of all focus on external factors facing political and economic,society and technology four XX mobile PEST development environment analysis,analysis of the competitive environment faced by XX mobile using five forces model,and then through the marketing strategy analysis of XX mobile broadband business target market positioning,through empirical investigation to subdivide the user groups,on the basis of the analyze the marketing strategy according to the theory of 4P.For the specific product design should cover the uneven levels of consumption capacity and the demand of different consumer groups;the price should be designed to ensure that not only can realize the rapid penetration of broadband market,according to market segments to achieve differentiated pricing,and also can 4G portfolio pricing;promotion design should embody the concept and content of the XX mobile broadband brand promotion,price promotion strategy give full play to the mobile phone business subsidies for broadband services;channel design to improve the development of direct sales channels and physical channels,rich electronic channels.In order to guarantee the smooth implementation of broadband marketing strategy,the article finally puts forward three guarantee measures to improve broadband network quality,optimize organization system structure and improve service quality.