Research On Marketing Strategy Of Home Broadband Service Of Linqing Mobile Company

The implementation of "home broadband China" strategy has promoted the development of high-speed home broadband.Compared with the popularity of home broadband in developed countries,the popularity of home broadband in China is relatively low,and the market potential of home broadband in China is huge.In the envi ronment of traditional telecom business income gradually saturated,the continuous popularity of home broadband and product upgrading become one of the main sources of operators' future revenue.When the three operators realized this,they all made great efforts in the home broadband market,which made the home broadband market become more brutal.This paper mainly takes China Mobile as the research object,analyzes and discusses the formulation of China Mobile Marketing Strategy in Linqing,analyzes and studies the development status of family broadband business in Linqing mobile company by using marketing theory,combines the marketing environment faced by Linqing mobile company,and finds out the opportunities,threats and advantages of family broadband development in Linqing City by using SWOT analysis Potential and disadvantage.On this basis,according to the characteristics of family broadband,the target market is determined,the product positioning is carried out,and the marketing strategy of family broadband promotion in Linqing City is mainly formulated:in terms of product strategy,the network improvement,brand building,product differentiation,new product development and other strategies of family broadband products are put forward;in terms of price strategy,mainly from competitive pricing,differential pricing,combination pricing,experiential pricing and other aspects of analysis and pricing strategy;in channel strategy,in the analysis of channel design principles and current marketing channels of Linqing City mobile company,formulate marketing channel strategy suitable for the company;in promotion strategy,mainly from Linqing City mobile company's advertising prom otion,public relations promotion and personnel promotion,etc.This paper discusses the practical application of product marketing theory in the promotion of home broadband,hoping to make customers more satisfied and use,and to improve the marketing level of home broadband products of the company.