Research On Marketing Channel Strategy Of China Mobile M Branch Under The Background Of Digital Transformation

At present,many domestic industries are in an important stage of digital transformation,the major operators in the process of digital transformation also encountered a series of problems.China Mobile released customer data on its website in January 2023.According to data,in January 2023,the total number of 975.5 million,of which 5G package customers622.5 million.The communication market is becoming saturated,and the development of marketing channels is also showing a downward trend.As far as China Mobile is concerned,in the process of digital transformation,marketing channel problems are emerging.This thesis aims to explore the digital transformation of marketing channels of China Mobile M Branch(hereinafter referred to as "M Mobile"),deeply analyze the current situation of its marketing channels by using STP marketing strategy and value co-creation theory through questionnaire survey,literature research,comparison research and other research methods,and find that in the process of digital transformation,there are problems such as the existing products are difficult to meet user needs,the marketing model is backward,the channel synergistic operation capacity is insufficient,the foundation of pan-field cooperation is weak,etc.,and formulate transformation strategies such as promoting the upgrading of channel products,innovating channel marketing mode,enhancing the channel synergistic operation capacity,and thus consolidating the foundation for pan-field cooperation,and guarantee the digital transformation of auxiliary marketing channels by building digital marketing concepts,building professional management teams and building integrated business processes.Based on the research in this thesis,the optimized marketing model can make up for the defects of the current operating system,and also improve the weak links of channels.The thesis also suggests that M Mobile should be improved and perfected from the perspectives of product upgrading and marketing mode innovation,so as to realize the value co-creation between users and enterprises,and help China Mobile to build a "power tower" to create greater value for enterprises and society.