Research On Marketing Strategy Optimization Of China Mobile HLJ Branch Broadband Service

The implementation of the "Broadband in China" strategy has raised the broadband services development to a new height.However,Mobile Company HLJ Branch meets several problems when in the face of fierce market competition environment,such as low customer satisfaction,slow down-market development,and insufficient broadband value mining,which restrict the development of enterprise broadband services.This paper analyzes the external marketing environment through the PEST model,using Porter’s five forces model to study the competitive environment,combined with the front-line research and the analysis data of internal resources.It is found that Mobile Company HLJ Branch has problems such as insufficient product segmentation,network resources,and maintenance force,lacking of high-end products,insufficient combination of online and offline,and inadequate potential of self-owned channels and social channels.In order to solve the above problems,this paper optimizes the market segmentation,target market selection,and market positioning of local broadband services according to STP theory.The marketing strategy optimization is carried out according to the 4P theory: in terms of product strategy,the product strategy optimization of the HLJ branch of the mobile company is explained through three aspects: quality improvement,rich product types,and accurate provision of gigabit broadband products.In terms of pricing strategy,the pricing improvement strategy of mobile companies is proposed through two aspects: upgrading product packages and differentiated pricing strategies.In channel aspect,targeted marketing strategies are proposed for four aspects: self-owned channels,social channels,electronic channels,and installation and maintenance sales.In promotion strategy aspect,two kinds of improvement suggestions were proposed: advertising and on-site promotion.Finally,the development of broadband marketing is guaranteed from four aspects: improving network support capabilities,reforming grid-based grassroots organizations,improving talent management mechanisms,and optimizing communication tools.