Research On Marketing Strategy Of Family Broadband Business Of S Mobile X Company

With the increasing saturation and homogenization of the home broadband service market,competition is becoming increasingly fierce.China Mobile,which is still savvy in the home broadband market,how to reverse the "cheap and low quality" brand image and gain advantages in the current and future competition,thus achieving continuous development and improvement,has become an urgent problem to be solved.Under the background that the overall network architecture is basically the same,in addition to the continuous pursuit of basic capabilities such as content and export bandwidth,the competition for home broadband services will inevitably be further concentrated on access layer optimization and customer service.Due to the characteristics of the home broadband business architecture level and the requirements close to the service,these two works that directly affect the customer's use perception,ultimately need to be implemented to the county-level company.This paper takes the S Mobile X County company's home broadband market as the research object,and uses the questionnaire survey method to collect and analyze the customer's needs,perceptions and factors affecting product selection.Through the analysis of the business development environment of macro factors such as national policies,technological development,social environment,and the micro-factors such as the competitive environment,consumer demand,SWOT analysis method is used to analyze the development status and existing problems.Through the summary and analysis of the marketing strategies of broadband services at various stages,it points out the problems of backward marketing ideas,falling word of mouth and extensive use of promotional resources in the current development.Based on the development of the local market,this paper proposes a differentiated marketing strategy for market segmentation and brand positioning of China Mobile's home broadband business under thetrend of product homogenization.At the same time,based on 4Ps+3Rs and4 C marketing combination theory and relationship marketing theory,the specific strategy of S Mobile X County Company is pointed out,which to further strengthen customer relationship management and strengthen interaction with customers to establish long-term mutually beneficial and stable relationship.It is also proposed that X County Mobile Company's specific safeguard measures for implementing broadband business relationship marketing,including employee thinking and ability improvement,partnership marketing,and communication with customers.