Research On Digital Transformation Strategy Of China Mobile End-Marketing Mode

The development of digital economy is an important direction of current economic and social reform and development,and digitization is the future of enterprise development.The digital transformation is based on the application of information technology and extends to the deep transformation of the entire production organization process,so as to improve the enterprise’s overall business management system and open up a new mode of value creation.With the rapid development of China Mobile in the past 20 years,its terminal marketing system has made remarkable business achievements in the era of shortage economy.However,the overlap of multiple external environmental factors,such as saturation of traditional business in the industry,increased competition in the industry and squeezing of Internet enterprises,has resulted in narrow revenue growth and increased pressure on reform.In recent years,China Mobile has taken a number of strategic measures to promote the digital transformation,which accelerates the process of enterprise digital transformation.However,from the micro level,the traditional terminal marketing mode has not changed fundamentally.The current situation of marketing organization,support and collaboration,thinking habits and so on is not optimistic.The intention of first-line operation is that the operation capacity is general,the operation mode,marketing ability,marketing means and marketing means are old and traditional,resource elements are input-driven,inefficient,inefficient,high pressure,disjointed front,background,and support capacity is insufficient.In the future,with the release of policy dividends and the peak of market demand,if we continue to transform the traditional mode,the transformation of terminal marketing mode will also be in a dilemma.In this context,this study takes the mobile phone marketing model in China as the research object,incorporates it into the overall"digital intelligence" transformation strategy of the company,and combines the pain points in the actual work of the terminal marketing unit with the strategic strategy.Through investigation,research and result analysis,find the effective direction of digital transformation,find the effective convergence point,and build a low cost,high efficiency and high efficiency system.Based on the digital terminal marketing mode of data asset-driven value promotion,this paper puts forward practical measures to enable terminal marketing mode by using digital means.The first is to use case analysis to study the beneficial exploration and experience of digital marketing in the banking and smart terminal industries.Secondly,through investigation and research,the main pain points of mobile marketing mode in China are analyzed.Third,the SWOT analysis method is used to study the advantages,disadvantages,opportunities and threats faced by the digital transformation of China’s mobile marketing model,and to propose possible alternative strategies for the transformation.Then a quantitative strategic plan matrix(QSPM matrix)is constructed to study and analyze the most feasible and effective transformation strategies.Finally,combined with the main pain points and transformation strategies of terminal marketing mode,this paper puts forward the optimization design ideas of digital transformation,and corresponding guarantee mechanism suggestions.It is believed that the digital transformation of mobile marketing mode in China requires data as the production factor,data as the link,link organization and management operation,and form a new mode through the "package" of transformation measures.A value creation model has been formed.Open the whole process of product research and development,operation,support,sales and service,dig deep data assets,build back-end core competence,provide all-round support and guarantee,rebuild terminal marketing system,and promote efficiency,load reduction and cost reduction for terminal marketing units.Finally,we will show our customers a friendly,efficient and high-tech enterprise image,and provide them with thoughtful and appropriate services.