Research On Home Broadband Service Marketing Strategy Of Z Telecom Company

With the deepening reform of state-owned enterprises,the telecommunications industry has undergone many restructurings,forming three major full-service competition situations: China Telecom,China Mobile and China Unicom.The proposal of national broadband strategy is of great significance to the future development of China's economy.With the rise of the Internet of Things,smart home will be another emerging market for operators to compete for.Home broadband as the main entrance of smart families,who can dominate will have an important impact on the future family market competition.Home broadband market business concentration,customer stability,market space,is the focus of operators to grab the target.In the broadband market,China Telecom is the first operator to carry out broadband business.As the leader of the broadband market,it has a huge customer base.As the pillar business of China Telecom,broadband services are facing fierce competition while developing rapidly.In recent years,business growth has begun to be weak,and customers are leaving the network more and more frequently.Only by constantly optimizing the marketing strategy and innovating the marketing mode,can we continue to lead in the homogeneous competition of products,which is very important to enhance the market share of enterprises and increase their business income.How to take customers as the center,create differentiation,create user value and improve service level are the key issues that operators need to pay attention to in the marketing process.Based on the marketing theory and the author's years of practical experience in the telecommunication industry,this paper uses PEST model to discuss the external environment of home broadband development in depth,and analyses the current internal environment of broadband business development and user perception in detail.At the same time,it summarizes the key points in the current marketing work through investigation.Guided by 4C marketing theory,combined with service marketing,relationship marketing,differentiated marketing,precision marketing,service recovery and other theories,this paper puts forward specific optimization suggestions for family broadband business marketing strategy.Firstly,according to the analysis of the internal and external environment of the market and the existing problems,combined with 4C marketing theory,this paper puts forward the corresponding marketing strategy combination for Z Telecom home broadband business.Based on the product marketing strategy of high-speed broadband,integrated business,smart family,extended service,cost marketing strategy based on product price and stock user preferential policy.Based on the customer convenience marketing strategy which integrates store package and business package,and based on the establishment of online and offline customer communication channel marketing strategy.Secondly,on the basis of the marketing strategy proposed above,some supporting measures are put forward to help the home broadband marketing strategy to be better implemented.Including promoting the optimization of organizational structure of small-scale contracting,establishing intelligent IT support system,improving customer and employee satisfaction,improving incentive mechanism,etc.