Research On Household Broadband Communication Marketing Strategy Of Yanbian Unicom

From the perspective of today's world,the development and strategic deployment of the information society is becoming increasingly important,and informatization construction has played a role in promoting and even determining overall economic and social development.As a communication foundation,the broadband network is a “multiplier” that promotes the transformation of economic operating efficiency,and a “transformer” that drives the transformation of economic intelligent vehicles.Therefore,China needs to build a new era of socialist network informatization with Chinese characteristics.Household broadband is the foundation of a communication network,the most basic symbol of network informatization,and an important indicator of the economic development of a country.This article mainly uses PEST and Porter's five-force model theory to analyze its macro environment and micro environment,and uses SWOT management tools to draw the advantages,disadvantages,opportunities,and threats of Yanbian Unicom in the home broadband market.In combination with the above marketing environment,guided by marketing related theories such as "STP" and "4P",market segmentation and identification of matching target markets are made,and accurate positioning is performed to obtain household broadband product content more suitable for Yanbian Unicom,Pricing,channel strategy and promotion methods,and re-optimize the original marketing strategy.In order to ensure the effective implementation of marketing strategies,security measures are proposed to help Yanbian Unicom's household broadband development.The main content of this paper is:First of all,analyze and point out the current situation of Yanbian Unicom,such as product homogeneity,single tariff setting,slow development of Internet online channels,and service levels that need to be improved.This issue is analyzed in detail to propose suitable Yanbian Unicom Marketing mix strategy for household broadband market.Secondly,in the face of the above problems,according to the actual situation of Yanbian Unicom,the current political and legal,economic,social and technological environment analysis of Yanbian Unicom,as well as the bargaining power of consumers,the threat of alternatives,the degree of competition with competitors in the industry,suppliers Optimization of original marketing mix strategy and design of new marketing mix strategy in terms of bargaining power and threat of potential entrants.Subdivide the current market of Yanbian Unicom again,so as to identify competitive advantages,select target markets,and differentiated service positioning;and design Yanbian Unicom's household broadband marketing strategy.In terms of products,focus on personalized product design,focusing on integration and home Internet Products help to increase user stickiness and user value.In the face of prices,we will further optimize the product price system,enrich the price of broadband at different levels in multiple scenarios,strengthen the operation of existing users,increase the value of existing users,facilitate the channel,promote the chain and operation of its own channels,give play to the advantages of integrated grid services,and focus on rural Differentiated marketing strategies for one village and one strategy scenario,strengthen the empowerment of social channels,and build an online and offline integrated channel operation method.In terms of promotion,we focus on organizing and publicizing activities for key target users,and empowering users with their financial instruments.In terms of services,the original service method for users to enter the hall for business is gradually transformed to the service method of on-site marketing for users to scan the code for business,and strengthen the service awareness and service concept of salespersons and maintenance personnel.Finally,in order to ensure better implementation of Yanbian Unicom's household broadband marketing strategy,optimize its functional departments,release middle-level vitality,and strengthen CEO teams;continue to deepen the contract grid method,increase the independent distribution of CEO power,and establish complaints The "double closed loop" mechanism,adheres to the problem-oriented,process optimization drives management reform,and improves the governance capacity of Yanbian Unicom.It is more effective and goes further in the household broadband market.