Research On Marketing Strategy Of Cable Broadband Service Of LH Mobile Branch

With the popularity of digital cultural life,cable broadband is the network foundation for providing in-depth digital services for homes in the future.The State Council has also formulated a development plan for the future broadband network,and takes broadband network services as the goal of economic development as a development strategy for public infrastructure.Broadband China,speed-up and fee reduction policies have pointed out the direction for the popularity of cable broadband projects and the speed of bandwidth upgrades.The Wuzhen Internet Conference pointed out that "it is expected that by 2020,China's broadband network will basically cover all administrative villages,and open up the network infrastructure 'last mile' to allow more people to use the Internet." With the launch of 4G network,China Mobile has become the dominant player in the communications field.Today,China Mobile network users have exceeded 600 million,far exceeding the sum of China Unicom and telecom users.Although China Mobile's 4G subscribers have declined,it has not shaken China Mobile's position as the leader of domestic operators.According to the data,as of the end of September 2018,the number of China Mobile cable broadband users reached 147 million,a significant increase of 4.95 million in the month,setting a monthly record.However,the entry of virtual operators,the transfer of mobile phone users,the implementation of speed-up and fee reduction,and the fierce competition between the three major operators have repeatedly overlapped,making China Mobile face a severe test.Through the research on cable broadband marketing of LH Mobile Branch,the paper hopes to achieve the following research purposes: On the one hand,this paper hopes to find a better entry point by referring to domestic and international marketing theories,and to provide wired broadband for LH Mobile Branch.The analysis of marketing provides a theoretical basis;on the other hand,this paper hopes to find out the reasons by observing the analyzed problems and provide an effective marketing strategy for the development of its cable broadband market.By analyzing the real needs of consumers,the paper proposes a marketing strategy,which has theoretical guiding significance for promoting the marketing level of communication industry and the development of communication enterprises.The paper provides some research and practical suggestions for LH Mobile's rapid improvement of the cable broadband market and the launch of mobile high-quality cable broadband brands.It also provides reference for other mobile companies' cable broadband marketing.The thesis focuses on the research of marketing strategy of cable broadband service of LH mobile branch,and takes market segmentation theory,"4P" and "4C" theory and marketing combination theory as the theoretical basis.In the research process,the literature research method,questionnaire survey method and case analysis method were used.The paper is divided into seven chapters to elaborate.First of all,through the understanding of the current status of cable broadband in LH mobile branch,combined with user questionnaire survey and analysis,the existing problems are found and the causes are analyzed.Then,based on the market environment analysis of cable broadband and the positioning of the target market,this paper proposes targeted improvement suggestions for the broadband development of LH Mobile Branch,and draws the following conclusions.First,in the cable broadband product strategy,LH Mobile Branch needs to promote ordinary broadband products in the rural market,promote group line products for government and enterprise users and large customers,and increase the marketing of combined product categories;second,in the cable In terms of broadband product prices,LH Mobile Branch should diversify pricing according to user needs.Third,in terms of promotion strategy,LH Mobile Branch should strengthen the brand promotion of cable broadband,and it has low share in remote rural areas,some newly built communities and broadband.The Group and other companies carry out targeted promotional activities.Fourth,in terms of channel strategy,LH Mobile Branch adopts on-site channels to expand its wide-ranging strategy,physical channel expansion and strengthening strategies,and effective application strategies for network channels.There are some shortcomings in the research process,the data collection is incomplete,the data collection of market competitors is lacking in the market environment analysis process;the data analysis process is not accurate enough;due to the lack of basic data and limited time,the conclusion of the paper also needs a lot of practice to verify.The shortcomings of the paper can be solved in a certain way,and the data can be completed by expanding the scope and increasing the time;in the data analysis process,the analyzed results can be self-examined and communicated with the analysis object to ensure the data accurate;increase the depth of paper analysis,lengthen the analysis of the paper,and strengthen communication with the teacher to ensure the accuracy of the conclusion.