Research On "Hecai Cloud" Business Marketing Strategy Of China Mobile S Branch

In recent years,China has successively issued a number of policies for the telecom operator industry,such as increasing speed and reducing fees,canceling roaming,and transferring services with numbers.In addition,the serious homogenization of products,the transformation of market structure,the rise of Internet giants and other factors have led to the increasingly fierce competition in the communications market,and the three major operators have gradually become traffic transmission pipelines.However,with the wide application of various emerging technologies and the arrival of the digital economy era of the Internet of Everything,telecom operators are also facing new opportunities and challenges.To meet the complex and changing needs of customers,the key to China Mobile’s transformation and upgrading is to create a killer product and successfully promote it to the mass market.This paper takes the Hecai Cloud business of China Mobile S Branch as the research object,combs the marketing status quo,points out the problems and causes in marketing,and optimizes the marketing strategy from the aspects of product,price,promotion,channel,personnel,physical display,process management,etc.based on 7PS analysis by analyzing its macro environment,industry competition,internal strengths and weaknesses,external opportunities and threats,etc,At the same time,corresponding safeguard measures are proposed to achieve the overall improvement of the business scale,income and quality of Hecai Cloud,thereby improving the public market competitiveness of the company.On the basis of theoretical study,this paper has consulted a large number of relevant literature,Firstly,PEST is used to analyze the external macro environment of the personal cloud disk industry.Based on the political,social,economic and technological conditions,the country has issued many supportive policies.The industry development environment is healthier,the domestic economy is steadily improving,the cloud disk member payment market is developing rapidly,and the new technology application and global data volume explosion will also bring more application scenarios.This is the best time to develop the cloud.Secondly,through Porter’s five forces model,we analyzed the competition in the personal cloud disk industry,and made a detailed comparative analysis of four major players:Internet giants,telecom operators,mobile phone terminal manufacturers,and traditional cloud disk enterprises,so as to form a clear understanding of industry competition intensity and industry marketing ability.Then,through SWOT analysis,it is concluded that the company’s advantages are difficult for others to learn,its disadvantages can be solved in the short term,and the opportunities are far greater than the threats.Therefore,it should choose a turnaround strategy,quickly solve disadvantages and problems,seize the opportunities,give play to the advantages,and seize the personal cloud disk market as soon as possible.Finally,through STP analysis,the market segmentation,target market selection and market positioning of Hecai Cloud are obtained,and it is clear that students,white-collar workers,families and big customers should be given priority to these four market segments,as well as how to establish differentiated brand positioning in the target market.In combination with 7PS,China Mobile S Branch shall comprehensively optimize its marketing strategy in the future,and continuously improve its competitiveness by improving product design system,enriching price strategy system,expanding diversified channel capabilities,designing diversified promotion means,building talent echelon in product field,innovating tangible display forms,and strengthening process control.At the same time,in order to ensure the smooth implementation of the marketing strategy,a series of safeguard measures have been formulated from four aspects:"creating an efficient organizational coordination mechanism,building a corporate culture that really pays attention to practical work,improving the trinity safeguard system,and accelerating the transformation and upgrading of enterprise informatization".