Research On Marketing Strategy Of Personal Mobile Data Service Of SD Unicom Co.,Ltd.

With the rapid development of communication technology and mobile internet,mobile data service are gradually replacing traditional voice and short message service,becoming the main driving force and main income source for operators.However,with the increase of mobile user number,the growth rate slows down and the dividend of user size disappears.In addition,with the implementation of the policy of "Internet +"and "speed up and reduce fees",the competition in the industry has intensified.How to further mining the value of data flow,formulate marketing strategies reasonably according to users' needs and preferences,expand and promote mobile data service,attract new users or compete for the second slot of users on the basis of maintaining existing users,strive to occupy a leading position in the competition,and achieve rapid and stable development of enterprises,has become a problem that operators think and focus on solving.This paper defines the research scope as personal mobile data service,because it is different from group customer's mobile data service,and also for better analysis of user's mobile Internet application preferences and other behaviors to study the formulation of marketing strategies.In the process of research,this paper first introduces the background and significance of personal mobile data service marketing,and puts forward specific research thinking and analysis methods.Secondly,the marketing environment and industry status of SD Unicorn's personal mobile data service are analyzed,and the advantages,disadvantages,opportunities and threats of SD Unicorn's personal mobile data service development are summarized.Then the questionnaire survey is used to help further sort out the current situation and problems of personal mobile data service marketing of SD Unicom.Based on STP analysis,market segmentation,target market selection and corresponding marketing strategy are made.Marketing strategy optimization of SD Unicom's personal mobile data service is carried out on the basis of 7Ps marketing combinatorial theories in seven aspects,including product,price,channel,promotion,personnel,process and physical evidence.Finally,it puts forward safeguard measures for the implementation of marketing strategy.This paper has certain reference value and practical significance in helping SD Unicom to transform and expand personal mobile data service.The main innovations of this paper are as follows:1.Under the background of operators' internet-based operation and transformation,how to develop the traditional personal mobile data service and how to deeply integrate with Internet companies to develop and expand such services,the research on relevant marketing strategies is still in the preliminary exploratory stage.The results of this study can be used as the basis for future research on marketing strategy of personal mobile data service,and have a certain reference value.2.This paper subdivides the market according to whether consumers have mobile Internet application preferences and user value.It is different from the current market segmentation perspective proposed by most studies.It can provide different entry points for Unicom to develop more personal mobile data service products or service in order to better meet users' needs.