Research On Marketing Strategy Of Home Broadband Service Of HZ Unicom

Broadband networks have greatly accelerated the transformation and upgrading of social digitization,and cable broadband business occupies an important position among many commodities.It is also a core product of the three major operators.The quality of cable broadband by operators is constantly improving,and broadband products are gradually tending to homogenize,the market is gradually becoming saturated,and the competition situation of various operators is extremely severe.China can have a significant impact on the broadband business of HZ Unicom,while the marketing methods implemented by major operators in the province have had a huge impact.Based on the fierce market competition environment,developing a reasonable marketing strategy for the home broadband business of HZ Unicom is of great practical significance for improving the core competitive advantage and service quality of HZ Unicom in the market.Based on the analysis of the current macro environment and external environment such as the industry situation of HZ Unicom,combined with the practice in HZ Unicom,this paper draws a SWOT matrix to match the corresponding marketing strategy for the company.Further summarize the current marketing practices of HZ Unicom based on a questionnaire survey to identify the problems existing in the company’s current marketing strategies,including unclear product differentiation,lack of competitiveness in pricing,weak expansion of new channels,lack of attractiveness in promotional activities,poor personnel service levels,untimely handling of user complaints,and lack of experience marketing scenarios.Finally,using the marketing mix 7P strategy,suggestions are made for the marketing strategy of HZ Unicom’s home broadband business development.In order to effectively solve the problems existing in the marketing practice of HZ Unicom,the existing marketing strategies have been optimized based on the 7P marketing theory.The research process theory guides practice,and has certain theoretical significance for enriching the application of marketing theory in the communication industry.The suggestions proposed have certain practical significance for home broadband marketing management.