Research On The Service Marketing Strategy Of S Branch Of Ningxia Broadcast And Television Network Co.,Ltd Under The Number Portability Background

With the constant development of economic society and improvement in the quality of people's cultural life,people are no longer satisfied with traditional broadcast and television network business but pursue higher-quality,more direct and more interactive new media which are represented by internet and mobile phones.Therefore,a lot of users of broadcast and television network are lost.Under the background of officially implementing the new regulations of "Number Portability",how to maintain old customers and attract new customers is a God-given opportunity for S Branch of Ningxia Broadcast and Television Network Co.,Ltd.As an emerging operator owning 5G license,it also has a lot of challenges.In order to reach the goal of promoting the development of radio and television from digitalization and networking to intellectualization and the transition of radio and television from functional business type to innovative service type emphasized by Ningxia Administration of Radio Film and Television,during the process of deploying the radio and television work,it is of practical significance to meet users' demand changes,play the level of service marketing maximumlly and adjust the service marketing strategy.Taking S Branch of Ningxia Broadcast Television Network Co.,Ltd.as the object of research,applying literature analysis,comparative study and questionnaire survey methods,this paper firstly analyzes the existing problems in the current service marketing of this company and proposes specific service marketing strategies in the aspects of products,prices and places by combining with 7Ps Marketing Theory.According to the research,it is found that the company encounters the problems of serious product homogeneity,lack of long-term follow-up services for users,visible display lack of specialization,scare service capacity and weak emerging marketing places.For these problems,optimization and improvement strategies are proposed such as occupancy of high-yield users,create a new retail distribution places,change the traditional charging model,improvement of personnel quality and implementation of long-term follow-up service for users.