Research On The Optimization Of Data Business Marketing Strategy Of China Telecom Beijing Branch

The traditional business development of telecom operators has shown a trend of slowing down or sharply declining.At the same time,the product varieties of data services are continuously enriched and the growth trend is increasingly obvious.The in-depth development of mobile Internet applications will further promote the scale expansion of telecom operators' data services.According to the development and trends of China Telecom's Beijing branch,this paper analyzes the marketing opportunities and STP strategies faced by China Telecom Beijing Branch.The marketing mix provides a strategic choice and marketing strategy for China Telecom's Beijing branch.Firstly,based on the relevant theory,the paper analyzes the status quo and problems of the data service marketing strategy of China Telecom Beijing Branch.The current status of the data service of China Telecom Beijing Branch includes the market positioning of data services,the development of data services,and data services.Income,three types of data business composition and other four aspects.At the same time,the thesis is the problem of the company's data business marketing strategy,which is summarized as four aspects: the change of external marketing environment,the conflict between marketing decision and marketing resources,the weak marketing transformation,and the heavy burden of traditional channels.Secondly,the paper proposes the optimal design of the marketing strategy of the data service of China Telecom Beijing Branch.Focusing on the STP strategy of China Telecom's Beijing branch data business,it further elaborates four aspects of marketing strategy optimization and improvement,including product strategy,pricing strategy,channel strategy and promotion strategy.This paper proposes that in formulating product strategies,it is necessary to determine the core brand products,and to ensure product quality and build core competitiveness of products while formulating product portfolio plans.The optimization of channel strategy should start from the online and offline channel layout,the physical store channel transformation,the group direct sales channel efficiency and the integration of e-commerce channel platform.The optimization of the promotion strategy should combine the promotion combination of different time periods with the promotion of different product characteristics and different target markets,and design different promotion schemes for mobile applications,smart homes and industry applications.Finally,the paper proposes the implementation guarantee for the optimization of the marketing strategy of the data service of China Telecom Beijing Branch.First of all,establish a customer-centric marketing concept,including the theory of strengthening the creation and transfer of value for customers and the idea of establishing a full-person marketing,and promoting new value creation and delivery processes.In addition,it is necessary to establish an efficient marketing organization;promote corporate culture construction.China Telecom Beijing Branch has maintained a high proportion of revenue growth for many years and is currently in a critical period of development and transformation.Combining the development of China Telecom's Beijing branch,the paper designs a set of optimization strategy for the data service marketing strategy of China Telecom Beijing Branch,which can help the company's strategic transformation and development.Combining the existing practical experience of Beijing regional market and theoretical analysis of domestic and overseas development,it has a good theoretical significance for enriching and perfecting China's telecom marketing development strategy and promoting the introduction of relevant policies and laws.