Research On Marketing Strategy Of Mobile Operators In X City Under The Background Of Mobile Number Portability

Change occurred in 2019 has special significance for mobile operators,this year's government work report Premier Li Keqiang made to implement the "Mobile Number Portability" in the country,standardized package set,the real drop fee,consumers clearly.October 31,2019 at the China International Exhibition,the Ministry of Industry and the three major mobile operators announced 5G official business,after that the communications industry will occur a new development opportunities.November 11 the same year,the Ministry of Industry and Information Technology officially issued a "number portability service regulations",indicates that China mobile number portability service implemented nationwide.Only two months later,China Mobile's January and February 2020 operating data showed that the number of mobile business users broke a record of substantial growth for many years,and it suddenly appeared negative growth for two consecutive months,which is the first time in the company's operating history.In the face of a beautiful market prospect,a rapidly changing market and a new policy environment,how to quickly adjust the marketing strategy of communications operators to meet the real needs of consumers and consolidate the market position has become an urgent research topic.This article takes X city mobile company as the research object.First,it uses the literature research method to sort out and summarize the relevant research results of the implementation of Mobile Number Portability at home and abroad,and then uses the big data analysis method to obtain the hot index analysis of Mobile Number Portability to show the real needs of mobile users.Combined with the analysis of marketing status analysis,the current mobile service package design is too complicated and homogeneous,poor broadband quality.The rights of new and old users are unbalanced,the pricing strategy is lagging,value-added business income is not high.The functions of online marketing channels are duplicated and the quality of offline marketing channels varies.The marketing method is simple,the proportion of 5G users is low.Then use PEST analysis method and SWOT analysis method to analyze the marketing environment of X city mobile company.Finally,combined with the marketing experience of foreign operators and 4P marketing theory,the following optimization suggestions are proposed for the marketing strategy of X city mobile company.Firstly,The product strategy should simplify the tariff design of mobile service packages,improve the reputation of fixed-line broadband products,promote multi-service integration products,increase user stickiness through links between family members,and launch new products for low-end users in cooperation with virtual operators.Secondly,the price strategy does not participate in the vicious competition of low prices for new users,attaches importance to the rights and interests of old users and users of integrated services,and strives to convey to users the concept that the longer the user's online time,the greater the discount,develop value-added services,enrich the connotation of members,cultivate new consumption habits of old users,and improve operating efficiency.Third,the channel strategy should re-integrate the marketing channels.It is important to expand the company's brand communication and influence through public micro-signals,but it must not ignore the continuous branding value of the 10086 online business hall and the rapid conversion ability of new users.The offline business hall must be gradually upgraded to a 5G experience business hall.Fourth,the promotion strategy should establish the thinking of promoting service improvement and business growth through marketing.The design of marketing activities should b e centered on enriching user experience,focusing on user participation,close to the people's life,and more temperature.Relying on the membership system and WeChat official account,we can carry out more marketing activities for members,such as 5G business member experience activities,member broadband speed-up activities,and purchase subsidies for non-5G mobile phone users.