Research On The Marketing Strategy Of Mobile Network Business For W City Unicom Public Market

With the development of the mobile Internet industry,people's lifestyles have changed dramatically,consumer demand has become diversified and decentralized.As a result,telecom operators are facing new challenges and opportunities;At the same time,The vigorous development of mobile Internet communication applications leads to the shrinking of traditional services and the channelization of mobile network services.The implementation of policies in telecom industry such as "broadband speeding up and reducing rates" and “switching telecom networks without number change”,has made the competition faced by operators more complicated and severe.With the development of mobile Internet,traditional services such as voice and SMS in W City Unicom have been seriously eroded,and the mobile traffic has become an important growth point of operators' revenue.However,the decline of ARPU and the insufficient increase of users has caused “increased traffic without increased profit"problem.It is urgent to adjust marketing strategies,improve user quality and expand market share.In review of the above market challenges and the pressure of mobile network operation,this article aims to explore and formulate the marketing strategy of the mobile network business for W city Unicom.First,this paper analyzes the current marketing situation,existing problems of W City Unicom's mobile network business,and evaluates the macro environment and micro environment of the enterprise through PEST analysis,five forces analysis model,SWOT and other methods.This paper points out the advantages and disadvantages,opportunities and threats faced by the mobile network business of W City Unicom,determines the overall goal of the mobile network business marketing of W City Unicom,and then analyzes the market positioning of the mobile network business marketing.Based on the marketing mix theory,precision marketing strategy,experience marketing theory and customer value theory,the marketing strategy formulation for W City Unicom mobile network's current outstanding problems have been discussed.Finally,in order to ensure the implementation of marketing strategy,this paper introduces the organization,technology,resource,talent guarantee,etc.In order to get rid of the role of a pure "pipeline provider",W City Unicom needs to strengthen the integration of traffic,content,application and service,and then enhance the value of traffic,making the marketing idea changed from scale operation to value operation,from the traditional marketing model to the refined and intelligent marketing model.