Research On The Marketing Strategy Of The Existing Customers Of WA Mobile Branch

In recent years,under the megatrends of "Digital China" and "Internet +",the communication industry has become the most important foundation and leading industry.Operators need to implement speed-up and fee-reduction measures and accelerate network infrastructure.At the same time,the Ministry of Industry and Information Technology assesses the quality of operator customer service by setting up "two red lines".For operators,it is necessary to pay more for network upgrades and reduce costs.The reduction of tariffs can indeed stimulate customer consumption,but this will inevitably lead to the lag of product and business innovation,which will affect customer perceptions,and thus Limit the growth of potential user traffic usage.According to the operator's 2018 financial report,although the size of the operator's customers has maintained growth,revenue growth has not kept pace with it.It can be seen that while rapidly developing customers,it is particularly important to strengthen the operations of existing customers and stimulate the use of existing customers.In March of this year,the Ministry of Industry and Information Technology announced that it would implement "number porting" across the country,which means that if users are not satisfied with the existing operators,they can directly switch to another operator without changing the number.In addition,with the advent of the 5G era,the three major operators are also accelerating the 5G layout.Judging from the current situation,5G landing and commercial layout will be completed in 2019.Below,we will face unprecedented opportunities and challenges.In this brand-new era,it is still unknown who the three major operators can stand out from.First,this article starts with the macro environment facing the WA mobile branch,analyzes the industry environment through the Porter Five Forces model,and illustrates its advantages,disadvantages,and threats through SWOT analysis,in order to optimize the marketing strategy of the WA mobile branch.Provide evidence.Secondly,guided by marketing-related theories,the WA mobile branch's existing marketing strategies were researched in four aspects: product strategy,price strategy,channel strategy,and promotion strategy.Off-grid customers,down-grade customers,and porters The three types of customers of the internet-connected customers carried out different forms of investigations,and summarized the shortcomings of the current marketing strategy.Thirdly,based on the above research,the marketing strategy optimization suggestions are proposed for WA Mobile Branch.In order to ensure the smooth implementation of the optimization recommendations,this article also formulated a series of detailed guarantee measures from the aspects of organizational structure,salary incentives and data support.Strive to achieve refined management and operation of existing customers,effectively enhance customer loyalty,sublimate customer value,and help WA Mobile Branch maintain its advantage in the fierce telecommunications competition.