Research On Integrated Marketing Of Optical Fiber Broadband Of TR Mobile

Driven by the "Broadband China" strategy,the "Internet plus" action plan,the expansion and upgrading of Information Consumption and other policies,Fiber Broadband has become a key business for telecom operators.China Mobile in the process of policies prevailing worldwide network speed,appeared in 2018 in the third quarter decline in operating income for the first time since 2014.In the context of information consumption upgrade,Fiber Broadband,as the basis of informationized life and Internet of things ecology,still has great market space and development opportunities.TR Mobile in the face of Telecom,Unicom,and radio and television of the pressure of competition,relying on the accumulation of the mobile communication business cost advantage,temporarily occupied Tongren region in user scale of broadband market leading position,but how to realize the fiber broadband by the business of "dimensions" into "+ scale efficiency",become the focus of the TR Mobile need to be solved problem.From the perspective of the application of Fiber Broadband,this paper uses the marketing method to carry out research.By collecting TR mobile’s network resources,user distribution,marketing status and other relevant data,and combining the survey results of the broadband market in Tongren region,points out the existing problems of TR mobile’s fiber broadband marketing strategy.By comparing and analyzing macro and micro environment,the SWOT positioning of TR Mobile company at the present stage and the later stage is clarified.Apply the theory of Integrated Marketing to put forward the corresponding optimization strategy for fiber broadband marketing: Customer as the core,and the target group to achieve a win-win situation;Reduce customer cost,pay attention to new media communication form;Facilitate customers,improve channel integration and IT support;Effective customer communication and focus on contact point integration.This paper also formulates the safeguard measures for the implementation of the strategy.It is hoped that the research and analysis in this paper can provide reference for the marketing management of Fiber Broadband of TR Mobile company,consolidate and expand user resources,continue to maintain market leadership.