Research On Marketing Strategy For Fixed Broadband Tariffs Business Of Communication Science And Technology Co.,Ltd. Of Changchun FAW

In August 2013,the State Council of China released the "Broadband China" strategy implementation plan,deploying broadband development goals and paths in the next 8 years,and broadband became the national strategic public infrastructure for the first time.In 2018,China's communications industry achieved its strategic goals ahead of 2020,and the "last mile" of network infrastructure is gradually being opened up.In the later period of 4G,after three rounds of "speed increase and fee reduction",the three major operators all entered the era of low profit.At the beginning of the 5G era,the three major operators began to embrace the group for heating,co-construction and sharing.In this non-zero game,they jointly promoted the high-quality development of the communications industry.It seems that the three major operators are dying after the competition,but the tide is surging.It seems that the three major operators are dying after the competition,but the tide is surging.As ultra-high-speed network conditions such as fiber-to-the-home,Gigabit routing,and 5G are gradually available,the concept of smart home is emerging,and the form of fusion products is becoming increasingly mature.The surge in demand for fixed broadband tariff Business will largely become an opportunity for the communications industry to reshuffle.After three years of state-owned enterprise reform,Changchun FAW Communication Technology Co.,Ltd.has become a joint venture subsidiary of China Unicom and China FAW.During the reform period,with China Mobile and China Telecom entering the market,the company's fixed-line broadband tariff business market has undergone tremendous changes,and the number of fixed-line broadband subscribers has continued to decrease sharply.How to reverse the endgame and maintain and develop fixed-line broadband subscribers has become a top priority for the company's future development.This article first analyzes the current status and problems of the company's fixed broadband tariff business marketing through marketing-related theories and the author's years of practical experience in the communications industry,and uses the PEST model to analyze the macro environment of business development.Combined with specific market requirements,SWOT analysis was completed to clarify the advantages and disadvantages of the business itself and the opportunities and challenges it faces.According to the STP marketing theory,complete market segmentation,target market selection and market positioning,and lock in the market positioning of "new competition,inventory maintenance,and full marketing coverage."Secondly,based on market positioning,a marketing theory of 4Ps suitable for business development is proposed.These include product-based marketing strategies(single broadband products,exclusive broadband products and extended service products),price-based marketing strategies(rationalized price positioning and emphasis on inventory operations),and channel-based marketing strategies(business hall layout,enhanced line Marketing efforts and optimization of channel efficiency),promotion-based marketing strategies(strengthening cross-industry cooperation and marketing and adding interactive elements).Finally,in order to ensure the smooth landing of the marketing mix strategy,a marketing strategy implementation guarantee is proposed.It mainly includes the promotion of small-scale reforms in depth,the development of mobile services and the deepening of converged services,the strengthening of hardware support,and the comprehensive deepening of the "four energy" reform.