Research On Market Positioning Strategy Of Xi'an Mobile Broadband

With the rapid development of the Internet,the broadband construction in Xi'an is also improving.The competition among the broadband operators in Xi'an area is becoming more and more intense.Because of the early policy restrictions on the fixed broadband service,China Mobile has been late,and the broadband service has accumulated insufficient experience in marketing and technology.At present,Xi'an mobile in the broadband business,the market is too small,has not yet formed a certain scale,and has no effective competitiveness.The reason is because Xi'an mobile fixed broadband has not yet formed a clear market positioning,not rational allocation and integration of internal and external resources,in competition with other carriers,there is no clear judgment of its own advantages and disadvantages,and then grasp the market demand,positioning of the target market for accurate.Based on this,the author worked in Xi'an mobile,the present position and broadband optical network marketing is closely related with certain advantages in the research and thesis writing process at the same time,the research results also have theoretical significance for the author's daily work.Under this background,this study hopes to use the marketing STP theory,in-depth analysis of Xi'an mobile network broadband market,by using the method of questionnaire investigation to conduct research on the broadband market,and combined with the analytic hierarchy process,effective evaluation for the existing broadband market segmentation and target market selection,the fundamental problems for daily operation process in the broadband market,to re find the precise positioning,Xi'an mobile broadband optical network development path in Xi'an from the perspective of marketing.