Research On The Marketing Policies Of The Cable Broadband Service In Chengdu DX Company

As the country has successively issued the landline infrastructure license plate to China Mobile and China Radio and Television network Co.,Ltd.and started the pilot project of introducing private capital opening "access network",the monopoly of the wired broadband market has been broken,and the competition situation has changed from 2 major companies to 4+N.Chengdu DX company is the largest cable broadband operator in Chengdu.How to improve the competitiveness of the company under a comprehensive competitive market environment and ensure the dominant position is of great significance to the sustainable development of the company.Through the interpretation of policy rules,the analysis of industry characteristics,competitive environment and service demand,SWOT analysis,4P theory and other theoretical knowledge,the main problems of the enterprise at the present stage are located.Suggestions for improvement of management strategy are made from three aspects: product system reconstruction,brand and publicity adjustment,channel layout and transformation,and scientific and reasonable suggestions are given to improve the efficiency and competitiveness of cable broadband business in the next stage of the company.In the key period of the development of the communications industry,Chengdu area,which is the most mature cable broadband market,is chosen as a case study.This will put forward certain reference opinions to the future domestic communication operators in the operating system,as well as products,channels,service mechanisms innovation and exploration.In particular,the direct purpose of reducing the cost and increasing efficiency of the local communication enterprises is realized through the research on the management of the telecom enterprises.