Research On The Marketing Strategy Of Y Mobile Company Group Dedicated Line Business

The group's private line service is an important gripper for promoting the deep integration of industrialization and informatization,which is also an effective way for telecom operators to adapt to the demands of the development of information society,opening up markets and enhancing industry competitiveness.China Mobile started late in this field;it is not as good as other telecom operators in terms of foundation as well as brand image;and the development of the group's private line service is subject to many constraints.After the vigorous promotion in recent years,the group's private line service of the Y Mobile Company has been growing in quantity,revenue and market share and has achieved certain results.However,from the perspective of provincial data,the group's private line service of the Y Mobile Company is still at the end.Facing with the current situation,the Y Mobile Company needs to change its business strategy from time to time,to adjust relevant marketing strategies in time,to seize market share,to formulate marketing strategies which are more targeted,to seize the market share of the group's private line service and achieve ""corner overtaking".This paper mainly adopts literature research method,comparative analysis method,data analysis method,questionnaire method and other research and analysis methods to study and analyze the selection and implementation of the group's private line service marketing strategy of the Y Mobile Company.Firstly,the article systematically reviews the relevant theories of domestic and overseas marketing and at the same time makes a literature review of the research status of the telecom market,paving the way for the later articles.On the basis of this,combining with STP theory,4P marketing mix strategy and telecom marketing mix strategy,analyze the marketing environment of the group's private line service.After analysis,the marketing expansion of the private line service of the Y Mobile Company has the problems such as weak product competitiveness,unsustainable low-price competition,unbalanced channel development,poor promotion effect,and service capabilities which need to be improved.Bined with the current problems,this paper proposes the following advice for the optimization of group's private line service marketing strategy of the Y Mobile Company:in terms of product strategy,improve the product quality by strengthening the operation specifications of construction site,reducing the frequency of faults,and improving the timeliness of dealing with faults;in terms of price strategy,adopt flexible pricing methods according to market demand and consumers' psychology;in terms of channel strategy,establish a sound channel system by enhancing online sales channels and competing for superior social agency channels and strengthen the efficiency upgrade of existing channels at the same time;in terms of promotion strategy,strengthen advertising and the existing brand protection,maintain the brand image of the group's private line service,strengthen business knowledge and ability training and improve the marketing level of promotional personnel;in terms of service strategy,introduce incentive and competing mechanism and continuously improve service satisfaction.Finally,...