Research On Broadband Business Development Strategy Of China Mobile FZ Branch

With the industry technology iteration and user demand change,communication industry barriers are lower and lower.Under the background of speed up broadband and bring down internet rates,telecom operators have been faced with a decline in revenue growth.After China mobile officially obtained the fixed-line broadband license handed over by China mobile in 2015,fixed-line broadband business has become its new strategic layout point.This paper takes broadband service of China mobile FZ branch as the research object,to discuss how to improve the value of broadband users and maintain the dominant position after occupying the market share through price advantage.Firstly,it analyzes the development environment of FZ mobile broadband service from the perspective of macro environment and industry competition.It conducts market research on user demand and user behavior of broadband business of FZ branch.It is pointed out that the implementation of FZ mobile in the actual work,there are insufficient broadband coverage,network speed lag,insufficient promotion and IPTV content,installation service not up to standard and late maintenance.It is believed that the basic network construction is insufficient,the enterprise lacks the innovation,the management system is backward and the marketing method is obsolete are the internal reasons.Based on SWOT analysis,the broadband development of FZ branch is positioned as customer-centered,with enterprise income + user demand win-win model.It is suggested that broadband development should be improved from five sides including network strategy?integrating strategy?market segmentation strategy?channel strategy and services strategy.Finally,cultural construction ? human resource incentive policy and risk prevention and control are taken as the guarantee of strategy implementation.This paper aims to improve FZ branch broadband operational ability,enhance its regional competitiveness,and provide reference and ideas for the development of broadband business of Heilongjiang mobile county-level units.