Research On The Optimization Of Yangzhou Mobile Marketing Channel Development Strategy Under The Background Of Internet +

With the advancement and deepening of the Internet and the development of mobile Internet products in the direction of diversification,integration and standardization,the pattern of the Yangzhou communication market is also undergoing a quiet change.The market share of China Mobile Yangzhou Branch has remained obvious.Advantages,but the company's revenue and profit growth rate has slowed down.The competition with competitors and telecommunications in various fields is becoming more and more fierce.How Yangzhou Mobile maintains its advantages in fierce competition,and the development of marketing channels plays a decisive factor.This article uses Internet+as the background of the times,using marketing theory and value chain theory to deeply analyze the current situation and existing problems of Yangzhou mobile marketing channel management.Although Yangzhou Mobile has a three-pronged gimmick with market share advantage,its market share has continued to decline compared with previous years.The era of significant growth in the company's communications market has passed and it has begun to encounter bottlenecks.This paper uses the five-force model to analyze and evaluate the external development environment faced by Yangzhou Mobile.On this basis,it proposes a strategy to optimize the development of Yangzhou mobile marketing channels in the Internet+era.The research shows that Yangzhou Mobile has a series of problems in the development of marketing channels,such as lagging channel planning,imperfect channel functions,unreasonable channel structure,insufficient channel resource investment,and imperfect channel management incentive mechanism.This paper starts from the company's overall development strategy,focuses on customer needs,focuses on the combination of process and results,strengthens online and offline complementarity development,and proposes strategies to optimize the development of Yangzhou's mobile marketing channels,including:planning and building marketing channels.Optimize the function of marketing channels,improve the structure of marketing channels,increase the evaluation of marketing channels,and further implement the big data analysis of marketing.