Research On Marketing Strategy Of Home Broadband Business Of M Province Mobile Company

The strategic,basic and leading role of broadband network in the overall economic and social development has become increasingly prominent,and it has become the strategic cornerstone for promoting the transformation of development mode,promoting the optimization of economic structure,accelerating the transformation of growth momentum and shaping international competitive advantage at present and in the future.General Secretary Xi Jinping pointed out that to build a powerful network country,we must have a good information infrastructure,reduce the application cost,and provide the people with useful,affordable and well-used information services.Premier Li Keqiang has held Executive Meeting of the State Council several times to study and deploy the network to speed up and reduce the cost.When he visited the three basic telecom operators,he emphasized that"speeding up the competitiveness of enterprises and reducing the total cost of society" With the call for the government to speed up and reduce the cost and the full-service operation and the arrival of 4G and the future 5G era,operators are facing increasing pressure on the marketing of home broadband services.The main problem of its pressure is how to "speed up and reduce costs"."Speed up" is limited by the network infrastructure.After the user group becomes bigger,it will face the problem that the marketing service can't keep up;and the problem of"reduce the cost" is how to price the home broadband products that can both reduce the cost of the user and keep the profit point of the company.Aiming at the problems of unqualified marketing service and product pricing,this paper puts forward the research topic of marketing strategy of home and company broadband service of China mobile in M province.Firstly,this paper uses questionnaires to confirm the problems in the current situation of China's mobile M province's family broadband service marketing work and conducts classified analysis.It finds that the main problems of home broadband service marketing are focused on network support and business processes.Secondly,it uses PEST and Porter's five forces model to analyze the macro environment and competitive environment of home broadband service marketing of China mobile in M province,and further proposes that the development of home broadband is not a simple business development and integration,but a comprehensive integration of marketing,operation,maintenance,management and a series of other work.Then it uses the STP method for market segmentation and target market positioning,and uses the 4P method to formulate the final marketing strategy for the product marketing,broadband,promotion and marketing channels of China Mobile in M Province.Finally,this paper proposes corresponding safeguard measures for the current marketing strategy.This article hopes to provide a reference for the development of M province mobile company's home broadband service by studying M province mobile company's home broadband service,promote the company's marketing strategy to optimize the broadband service,increase the size of home broadband users and business income,and make M province mobile company's home broadband service break through the development bottleneck and realize the leap of market development.