Research On Marketing Strategy Of China Mobile Group L Branch Wireline Broadband Business

From 2014 to 2016,China proposed "Cyberpower" strategy step by step.To implement the strategy,we must finish the construction of network infrastructure at first.China has outlined targets and timetables for "Broadband China",broadband becomes the strategic public infrastructure of China,and expending broadband market must be the strategic choice for China Mobile’s sustainable development.At the end of 2013,China Mobile got the permission of operating fixed network business,and caught the chance of "Broadband China",it strategically chose to expend wireline broadband market out of consideration of the company’s long-term development.At 2015,China Mobile began to build massive wireline broadband network and advanced the network access capability in order to popularize the wireline broadband,which expended the wireline broadband customer scale.With the serious competition of wireline broadband market,competitors expend the usage of optical fiber in wireline broadband,and develop wireline broadband business in different fields.It is very important for China Mobile L branch to catch the opportunity to develop wireline broadband business rapidly,and it is necessary and urgent to develop systematic and effective marketing strategies.This article analyzes macro environment of the wireline broadband business including politics,economy,society and technology under PEST theory,analyzes industrial competition environment of L Branch under Porter’s Five Forces model theory,analyzes the company’s resources and capabilities including network,marketing,human,finance and after-sale support,etc.,and presents strengths,weaknesses,opportunities and threats of L Branch.On the basis of STP theory,this article segments the market,chooses the target markets,and positions the markets which treats the quality and worth improving of wireline broadband as key point,considering the customer scale,in order to speed up the development of wireline broadband business.Based on above analyses,the article defines the marketing goals.Under 4Ps theory,the article establishes the marketing mix strategy including product,price,place and promotion,which makes different charges for different products,advancing measures for entitative channels and electronic channels and promotes sale by propaganda,preferential activities and public relations.At last,it proposes measures to ensure the implementation of above strategies.This article has theoretical and practical meanings for L Branch in speeding up the development of wireline broadband business,expending the customer scale and increasing market share,which can ensure the sustainable development of the company.