Research On Data Plan Marketing Strategy For Jilin Branch Of CMCC

Jilin Branch is the second largest branch of Jilin Mobile,which is second only to Changchun Branch.Its annual revenue share is about 15%of the province.The company's main business card,terminal,special line,tariff business,continue to introduce new products,and since 2013,has gradually launched wireless broadband and cable broadband services,truly achieve one-stop full-service services.From the 2G voice era to the 4G data plan era,Jilin Branch has effectively expanded its user scale and user value through offline channels and its own channels.Up to now,the number of covered users in the area is 2.84 million,and the ARPU is 39 yuan.Since entering the 4G era,according to the user's consumption behavior,the most suitable tariffs are promoted for the reachable users through offline channels.The contact methods include users to the store,SMS,telephone,etc.,and users can use according to their own business habits.,choose to change your own data plan charges.Due to the surge in user data plan demand in the 4G era,this marketing approach is still working well.However,with the rapid development of the Internet business model in recent years,the continuous improvement of user demand,and the launch of the new and convenient online marketing tools of the company,the company's offline marketing has become more and more short-lived and has been proud of the data plan.The market is under attack and there is an urgent need to get out of trouble.This paper mainly takes the flow market of Jilin Mobile Jilin Branch as the research object.First of all,systematically study the macro environment and micro environment in which Jilin Mobile Jilin Branch is located,find out the impact of environmental factors on data plan operations,find advantages,and insufficiently check and reform,fully recognize the development of the data plan market under the current environment.Trends;Secondly,through SWOT analysis,the advantages and disadvantages of Jilin Mobile Jilin Branch's data plan tariff operation are summarized,thereby exerting advantages,weakening disadvantages,seizing opportunities,and overcoming threats.Thirdly,through the STP strategic design,the target market of Jilin Mobile Jilin Branch's data plan operations is subdivided and selected,and differentiated marketing scenarios are designed.Finally,combined with the company's current situation,from the product innovation,price concessions,channel optimization,promotion of diversity,personnel training,process control,tangible display of rich and other seven aspects design a data plan operation strategy suitable for the current competitive environment(7Ps marketing strategy).Thereby effectively helping Jilin Branch to get rid of the data plan operation dilemma,return to benign development,continue to try,and constantly break through,ushering in new development opportunities.