Research On The Marketing Strategy Of Guizhou Radio And Television Network Services Under The Background Of "Internet +"

At present,the rapid development of China’s informatization construction has continuously deepened the "three networks" under the promotion of Internet integration,which has made competition among traditional state-owned communications enterprises increasingly fierce.As a traditional communications state-owned enterprise,Guiguang Network has become a traditional communications state-owned enterprise in the Internet era.In the rapid development of China’s rapid development,the user’s Internet usage habits have changed and developed,resulting in the company’s product content being too single and homogeneous,with no distinctive features.The company’s income is too dependent on basic fees and no other revenue-generating points.The old solidification of marketing channels cannot meet the development of the Internet era.The plan is too traditional and out of touch with the development of the Internet era.The thinking and ability of related personnel cannot meet the characteristics of Internet service marketing,and their own shortcomings in business types due to policy reasons,which cannot well meet the growing spiritual,material and cultural needs of the people.Solving the rigid needs of users has allowed Guiguang network users to continue to decline.How companies make good use of the advantages of the Internet,integrate the traditional service marketing model with the characteristics of service marketing in the context of the Internet,give full play to the advantages of the Internet and service marketing,and combine the company’s own characteristics to clarify the direction of the transformation,which has become the key to the success of the business transformation.This article mainly studies the service marketing strategy of Guizhou Broadcasting and Television Network Company under the background of "Internet +" from the perspective of service marketing.Will use a lot of economics,marketing,management and many other scientific knowledge and theories to analyze and find the current stage service marketing of Guiguang Network in terms of products,prices,channels,promotions,personnel,tangible displays,and service processes.Existing current situation and problems,at the same time,PEST analysis model and industry competition environment analysis will be used to objectively reveal the current macro environment of the company and the actual internal situation of the company itself,combined with the objective data collected by the field research plan for further demonstration,and finally Targetedly put forward the Guiguang network service marketing strategy 7PS plan,and at the same time put forward the relevant guarantee plan to echo it,so that the transformation and development of enterprises in the Internet age will be at the forefront of the industry.On the one hand,the research of this article will help Guiguang Network to implement a more effective service marketing strategy in the "Internet +" era,and provide important theoretical and practical reference for the direction of the company’s current transformation and development.On the other hand,it effectively systematically classifies and studies related factors,theoreticalizes actual problems,and establishes corporate sample models,supplements other scholars’ research samples on related issues,and can improve their service marketing strategies to a certain extent.+" The feasibility and reference of the combination of the era and traditional enterprises provide a powerful reference for later scholars.