Research On Marketing Strategy Optimization Of Electronic Channel Products Of China Mobile Hunan Branch

With the advent of 5G era,the fourth industrial revolution driven by 5G has been launched all over the world.At present,China is in a relatively leading position in the initial stage.At the same time,the role of communication operators is becoming more and more important,and has gradually become an inseparable part of national economic development,which is highlighted in the fields of national defense and national communication security,digital economy and people’s daily life.However,the rapid development of mobile and digital services has a strong impact on the traditional business model and operation mode of operators.Compared with the traditional electronic channel business promotion model and marketing model,it no longer meets the current customer needs.How to seize the new opportunities brought by the 5G era and realize the marketing strategy reform of electronic channels has become an urgent problem to be solved by China Mobile Hunan Branch.This paper will take the electronic channel of China Mobile Hunan Branch as an example to make an in-depth analysis and Research on its marketing system.Firstly,through the literature analysis method to summarize and analyze the internal and external factors,it is found that the basic communication business belongs to the national franchise business.In the communication operation industry,the major operators lack competition and are in a leading position in the industrial chain.Due to the national regulation,it is difficult for operators to compete in price,mainly taking the service level and communication network quality as the competitive indicators.The franchise mode makes it not need too much marketing.However,with the advent of 5G business and the vigorous development of Internet enterprises,the complete and open closed-loop ecosystem composed of terminals,platforms,applications and content has gradually replaced the Internet ecological chain dominated by operators.National policies continue to require operators to speed up and reduce fees,resulting in the decline of profit space,and the sharp compression of profit space caused by the challenges of other social communication platforms,which make the prospects of operators in the 5G era worrying.Secondly,through the literature analysis of the changes brought by the 5G era to China Mobile Hunan Branch,this paper establishes its pest model in the 5G era based on the analysis results,analyzes the macro environment of China Mobile Hunan branch through the four factors of politics,economy,society and technology,and analyzes the favorable and unfavorable factors in the internal environment of electronic channels of China Mobile Hunan Branch.Thirdly,excavate the customer demand in 5G era,establish STP analysis model to analyze the large market of electronic channel product marketing of China Mobile Hunan branch in combination with the actual situation of the company,and classify the market segments suitable for electronic channel product marketing,so as to accurately carry out market positioning.Through the analysis of 4P strategy and 4C marketing strategy,formulate the product optimization strategy in line with the current situation of electronic channel product marketing of the company Pricing optimization strategy,channel optimization strategy and promotion optimization strategy.Finally,according to the formulated optimization strategies,an optimization implementation guarantee scheme is formed to ensure that Hunan Mobile’s electronic channel marketing strategy can be implemented in place.Based on the current development situation of electronic channels of China Mobile Hunan Branch,this paper uses the national support policies for the Internet industry and the rapid development of mobile Internet to improve the marketing ability of electronic channels,so as to realize the company’s transformation and development and beneficial operation in the "digital" Internet era.This paper puts forward the research and application conclusion of the marketing strategy of operators’ electronic channel business,hoping to have a certain reference value for the development of electronic channel marketing of China Mobile Hunan branch and other communication operators.