Research On Marketing Strategy Optimization Of Y Mobile Company’s Household Products

Since the development of telecom operators,the mobile phone user market has been saturated,the products are seriously homogeneous,and the supply of new products is insufficient.In addition,the policy of "raising speed and reducing fees" for several consecutive years has slowed down the growth of mobile phone user market revenue year by year,and telecom operators are facing great pressure and challenges.With the release and implementation of the national "broadband China" strategy in 2013,the scale of wired broadband customers of telecom operators has increased rapidly,and the penetration rate of broadband households has increased significantly,which has brought great development potential for a variety of products based on broadband in the household market.The household market income of telecom operators has increased rapidly,and its proportion in the overall income has increased year by year.Customer development and product marketing in the home market have become an important revenue growth point before the 5g application of telecom operators is still in the primary stage and the information transformation has not yet taken shape.Therefore,through the relevant literature and theoretical research,as well as the macro and micro analysis of the internal and external environment of telecom operators,find out the key problems existing in the marketing of telecom operators’ family products,and formulate the marketing optimization strategy of family products,in order to maintain the continuous growth of telecom operators’ revenue.Taking the family products of Y Mobile Company as the research object,this paper analyzes the environment of Y Mobile Company through questionnaire survey and field investigation,macro analysis method and Porter’s five forces model,finds out the problems existing in the marketing of Y Mobile Company’s family products,subdivides and repositions the family market in combination with STP market segmentation theory and family life cycle theory,and starts from 4Cs marketing theory,from product,cost Give systematic optimization suggestions on the marketing strategy of Y Mobile’s family products in terms of communication and customer convenience.At the same time,it puts forward several safeguard measures for the implementation of marketing strategy optimization to help Y Mobile Company maintain healthy development in the transformation and development.