Research On The Marketing Strategy Of The Internet Of Things Business Of China Mobile WX Branch

IoT is the inevitable product of the development of information technology,and it is the direction of the development of the future communication market.In 2017,with the standardization of NB-IoT technology,IoT is not a simple network,which has further evolved to a new type of ubiquitous network.IoT will also really enter the era of explosive development in various fields.With the rapid saturation of the traditional communication market,the telecom operators put more attention to the application of the new technology of IoT.WX is the birthplace and business card of IoT in China.In October 2017,China Mobile has become the NO.1 of communication operator in the world.WX Mobile has become the first regional communication company in the world to achieve "object connection" and "human connection".WX Mobile Group should grasp the opportunity of the times,grasp the advantages of the policy,benefit the masses of the people,excavate the strategic blue sea,and create the incremental market of IoT.Looking at the previous research in China,there are much more research on the application of IoT technology,but the research on the marketing strategy of IoT is very few.The thesis combined with the analysis of existing marketing strategy at home and abroad,draw lessons from foreign telecommunications operators,demand investigation based on the client,using SWOT,4P and other analysis tools to analyze the problems of WX Mobile shift animal networking marketing,from the value of products,channel alliance,cost subsidies,promotion of cross-border dimensions,in line with the characteristics of WX mobile marketing strategy,and further applied to the practice of case optimization,in order to help enterprises to expand the scale of Internet users,to enhance customer value,enhance user stickiness,create new profit point.The thesis is divided into five parts to discuss the marketing strategy of the WX Mobile.In the first part,on the basis of the definition and analysis of the related theories,this paper analyzes the research situation of IoT business marketing at home and abroad.The second part introduces the current development situation of WX mobile and networking services,analyzes the macro environment of WX development of mobile networking services and competitive environment,and combined with the SWOT tool,systematically analyzes the important factors of enterprise's advantages and disadvantages,opportunities and threats.The third part first combs the target customers of the WX mobile Internet of things business marketing,and optimizes the marketing target.Then,combined with the 4P's,this paper combs the marketing strategy of WX migration from four aspects,such as product,price,channel,promotion and so on.Finally,the concept of "end-tube-cloud" Internet of things marketing system is put forward.The fourth part,combined with ASLK smart medical project,YX smart township project,wisdom tourism big data engineering marketing,further confirms and interprets the "end tube cloud" IoT marketing system.The fifth part,from the five aspects of technology support,service quality,information security,talent system and operation control,puts forward specific safeguard measures for WX mobile Internet business marketing strategy.Through the landing of various marketing strategies,we need to enhance the core capabilities of WX mobile Internet business,create a good ecosystem of Internet of things,and promote the sustainable and healthy development of the local Internet of things industry.