Research On The Optimization Of Marketing Strategy Of XY Mobile Company's Broadband Business

At present,China's mobile communication industry is facing fierce competition,especially the arrival of 5g era,the development of mobile companies is facing great challenges.In recent years,the business development of China mobile companies is in a downward trend,while the development of Telecom and Unicom is increasing year by year.Especially in broadband services,although the base stations established by mobile companies have more advantages than those of Telecom and Unicom.However,in terms of the growth rate,user experience and loyalty of broadband users,telecom and Unicom have more advantages.For example,from the perspective of the broadband business of XY branch of mobile company,since the two major telecommunication operators of mobile company,Unicom and China Telecom,took the lead in obtaining4 G license,through the company's rapid marketing promotion and intensive base station construction,the company made full use of the time difference to promote 4G broadband service,obtained more customers,achieved better business benefits and a good market operation environment.In the aspect of cable broadband business development,XY mobile company has achieved good market effect under the promotion of relevant policies.In XY region,190100 customers have been involved in the service,1078200 users have been covered,and the overall market share has reached42.17%.However,the company has encountered many bottlenecks and problems in limited broadband marketing.For example,price recognition,product content,channel development,marketing strategy,etc.,it is very important to optimize the broadband marketing strategy,promote the broadband business marketing of XY Mobile Corporation,and establish and improve the broadband business marketing system of XY Mobile Corporation in accordance with the urban characteristics of XY region and the consumption level.Based on the theory of 4P and five forces analysis model,this paper makes an in-depth study on the broadband business marketing strategy of XY mobile company.First of all,this paper focuses on pest theory,discusses the macro environment of broadband business marketing through its political environment,economic environment,social environment and technical environment,and then analyzes the micro environment of its suppliers' bargaining power,purchasers' bargaining power,new entrants' threat,substitutes' threat and peer competition with five force analysis model theory This paper discusses its advantages,disadvantages,opportunities and threats;secondly,it focuses on the analysis of the existing marketing products,prices,channels and promotion status of XY City,and then puts forward the problems of the marketing strategy of XY mobile company's broadband business,which are mainly manifested in insufficient customer segmentation,lack of fine product marketing planning,weak marketing awareness,and marketing channel management to be improved Finally,in view of the current situation and existing problems of the marketing of the broadbandproducts of XY mobile company,this paper puts forward the marketing strategies of the broadband products of XY mobile company from the aspects of user and product differentiation,flexible pricing strategy,optimization of marketing channels,etc.,and proposes to improve the quality of mobile broadband network,improve the construction of marketing organization system,and enhance the carrying capacity of channels,strengthen the monitoring mechanism and improve the performance evaluation indicators and other security measures,so as to provide reference for XY mobile broadband product marketing.