Research On The Marketing Strategy Of LT Company JS Provincial Branch Digital Rural Service

On January 2,2018,China issued and officially implemented the Opinions of the CPC Central Committee and the State Council on the Implementation of the Rural Revitalization Strategy.This important document clearly proposed to implement the digital rural strategy in order to meet the needs of the new era of "three rural" development,effectively bridge the digital gap between urban and rural areas,and help rural revitalization.China’s LT digital rural service cloud platform has been created and put into operation.On the one hand,it will introduce Unicom 5G,IPTV,special lines,intelligent hardware and other infrastructure in combination with the actual needs of rural development,and provide basic business service support for rural areas.On the other hand,it can achieve the connectivity of data and processes,which will successfully break the digital gap between urban and rural areas,and further expand the implementation scope of the Group’s digital transformation strategy,Extend to rural areas and open up new areas of rural innovation business.In addition,through the integration of upper level services,it can provide a series of services for rural grass-roots organizations to effectively carry out rural governance.Based on this,it can improve infrastructure,drive rural areas to achieve development,effectively improve the ecological environment,and promote people’s livelihood experience.This paper takes the marketing strategy of JS provincial branch of LT Company’s digital rural service as the research object,reviews the research results of marketing mix strategy by searching relevant literature,and takes 7Ps theory and STP theory as the theoretical basis of this study.Macro and micro environment of LT Company JS Provincial branch is studied by PEST analysis method and Porter’s Five forces model.On the basis of a comprehensive description of the implementation status of digital rural service marketing strategy of LT Company JS Provincial branch,The research found that there are serious product homogeneity,unreasonable price,lack of promotion means,single marketing channel,imperfect personnel management system,low level of tangible display,poor execution of service process and other problems in the marketing of JS provincial branch digital rural service.On this basis,the causes of these problems are further analyzed.Aiming at the existing problems and their causes,this paper puts forward the marketing strategy optimization ideas and corresponding guarantee suggestions for LT company JS provincial branch’s digital rural service based on the factors of product,price,channel,promotion,personnel,tangible display and service process,and provides theoretical guidance for LT company’s digital rural service marketing strategy.At the same time,it can also provide reference for other domestic enterprises.