Research On Broadband Marketing Strategy Of Zhangjiakou Mobile Corporation

With the effective advancing of “Broadband China” strategy disposition,the coming of the era of mobile internet and eager investment of private-owned capital,the three domestic telecom operators and private companies are facing infinite opportunities and challenges,each developing rapidly in broadband operating.Especially for China Mobile,which has had 65.48 million users after acquisition of fixed network operating license,which is a lot of achievements.Zhangjiakou Mobile also has a speedy development in broadband,but there are still some problems,such as unreasonable price design,scarce content of product,inadequate propaganda,and lack of selling channel’s motivation.This article mainly focus on above mentioned shortcomings,by the ways of literature research,questionnaire method and case analysis method,combined with SWOT,STP,4P and 4C theories,analyzes Zhangjiakou Mobile’s advantages and disadvantages,the internal and external environment in detail.It defines weaknesses of product,price,place and promotion in marketing,making proposals for product combinatorial innovation,prizing scene,optimizing management of distribution channels,forms of sales and some other ones in supporting.For example,the packing sales of TV set and broadband can be carried out in product combination,and the product development and the innovation should be done according to the different attributes of customers,conforming to trend of mobile internet marketing.In terms of the prize,such as customer demand pricing and skim pricing can enhance customer perceived value.In channel management,optimizing mechanism of channel levels and establishing a benchmark of remarkable channels can promote channel transformation and stimulate business development.In terms of marketing innovation,we can use the intelligent CRM system to achieve accurate marketing;advertisements should be integrated into the popular APP login interfaces for promoting brand perception,cooperating with experience and event marketing,to promote the rapid and healthy development of local broadband.