Research On Marketing Strategy Optimization Of Mobile Video Service In M Branch Of China Mobile

As socialism with Chinese characteristics enters a new period and a new stage,the cultural field,as an important part of social spiritual development,plays a cornerstone role in social stability and the development of a harmonious society.At the same time,in order to meet the growing spiritual and cultural needs of the people,as well as to cope with the complicated situation at home and abroad,the construction of ideological positions and the guidance of ideology have been raised to an unprecedented height.Mobile Internet video media as the forefront of cultural propaganda,on the one hand shoulder the spread of social positive values.On the other hand,it is also to meet the increasingly diversified and diversified cultural needs.China Mobile M Branch,as a wholly-owned subsidiary of China Mobile,provides comprehensive video and video-related services for Internet users.However,in the face of the red Sea competition situation in the comprehensive video industry,it is not advantageous in copyright introduction cooperation,content distribution and transmission,content backward settlement,channel expansion and derivation,new retention of membership scale,technology precipitation and transformation and brand integration.Faced with i Qiyi,Youku,Tencent Video three sides of attack,survive.In addition,the traditional integrated video industry is also under the impact of short video.The sudden rise of Douyin,Kuaishou and Bilibili pose a major threat to the revenue,user scale and retention of the traditional video industry,and effective users are gradually being distributed.This paper traces the development history of the domestic mobile video industry,based on the extension of the industrial chain and the current situation of the industry,and studies the development strategy of the mobile video business of China Mobile M Company.Based on marketing theory,strategies and tools,mobile video of M company marketing strategy analysis,to explore the question crux,put forward the marketing strategy optimization Suggestions,in response to the industry competition,adjust the enterprise market positioning,highlight product produce alienation combination advantage,improve the efficiency of channel distribution,optimize market segment pricing strategy and human resources integration,It provides reference for the improvement of income scale,user activity and stock retention,as well as for the efficient operation of M Company in the market.In the market segmentation and positioning,according to the content of the bottom and product features of the targeted market strategy,layout of segmentation fields.In terms of product strategy optimization,it takes intelligent recommendation computing power and platform decoupling as the starting point to promote targeted product function upgrading in individual and government and enterprise markets.Channel strategy optimization,fully release the risk of a single channel,based on the consumer scene and environment,to establish and improve their own channel expansion;In terms of price strategy optimization,atomization and granulation are carried out to deal with market changes with differentiated advantages.In terms of promotion strategy,we should get rid of the trap of diminishing marginal effect of "marketing resources" and adjust marketing planning and contact points.And establish a series of safeguard measures,form M company mobile video business marketing optimization effective methods.In order to run through the industrial chain and become the industry benchmark setter.To contribute to the implementation of socialist core values and the construction of socialist spiritual civilization.