Study On The HD Telecom’s Optimization On Marketing Strategies Orientated Household Customers

In recent years,with the commercial use of the 5th generation mobile networks(5G)in Chinese mainland,the permission of the mobile virtual network operator(MVNO)license and the popularization of the cloud technology,smart home,security business,home dict,small and mirco ICT(information & communication technology)have stimulated a series of new demands for the integration of high-flow and high-bandwidth smart products.While the application of 5G technology is attracting increasing attentions,as the basic service providers,the telecommunication operators are facing fierce competitions and challenges both from the same industry and those Internet enterprises.HD Telecommunication company mainly serves the household customers distributed in 2 subdistricts and 5 townships.The traditional telecommunication needs are saturated,while the 5G era will bring new business opportunities.The company now is facing the difficulty how to achieve the improvement of telecommunication’s market scale as well as its market revenue by optimizing its marketing strategies in depth.By consulting a great quantity of relevant documents as well as launching a series of researches,this paper will cover the study on influences of politics,economy,society and technology(the model of PEST).On the other hand,this paper will focus on the analysis of the HD telecommunication’s external and macro environment under the background of 5G informationization.By method of SWOT,this paper analyzes the HD telecommunication from its advantages,disadvantages,opportunities and challenges,and design the optimized strategies to achieve high-speed development and market share improvement.Till now,the HD Telecom has marketing problems in 7p products,prices,channels,promotions,staff and tangible displays.To be exact,positioning and differentiating the products,improving the channel capability,and specializing the staff are what the HD telecom needs to do.To meet the needs of customers,HD Telecom should focus on the segments of market and the matches of products.To be concrete,optimizing the marketing strategies combined with 7ps,enriching the products’ designs and prices,consolidating the channels foundation,and improving the marketing effects are the crucial elements to win the markets’ share,to win the trusts from customers.As a result,the optimization of the whole internal supporting system will ensure a sustainable prospective for the company.23 pictures,17 sheets and 63 references are included.