The Research On Marketing Strategy Optimization Of Gansu Mobile Traffic Business

At present,the telecom industry has been evolved from voice era to mobile internet with traffic monetization centered and right on the way towards digital transformation.Traffic monetization has been the main source of revenue for telecom operators.However,the ARPU value(average revenue per capita)of operators keep decreasing due to fierce competition between three major operators in the regional market,which lead to great challenges for further revenue growth.Meanwhile,just in the second half of 2019,the MIIT(Ministry of Industry and Information Technology)issued 5G licenses to three incumbent operators plus China Radio and Television.The competition of legacy telecom business has been even intensified which brings to the operators doubled pressures of insufficient revenue growth as well as unclear 5G future.How to optimize the current traffic business marketing strategy to continuously improve customer value and company revenue is of great practical significance to Gansu Mobile.Through the analysis supported by methodologies such as PEST and SWOT,this article managed to have an insight of the competition environment of Gansu province's mobile internet market,as well as Gansu Mobile's internal management and technical constraints combined with exposed problems in the current production process in an objective way,and provided related proposal of improvement.By using the STP strategy comprehensively in the article,the analysis has been made regarding how to aim targeted customer with a refined output of "systematicoperation strategy” including guarantee,stabilize,transfer,increase,enjoy,drop,and grab ".Starting from the classic 4P marketing theory,Finally,the product strategy was optimized from 5 aspects,the product pricing was optimized from 3 aspects,the channel layout and operation points were optimized from 9 aspects,and the promotion policies were optimized from 7 aspects.The implementation of the formulated operating strategy requires the reform of institutional mechanisms,the improvement of service capabilities,the matching of hardware resources,and the improvement of the ability of the talent team to ensure the implementation and function of the optimization strategy.This article aims to provide an optimized solution for Gansu Mobile's traffic business marketing strategy,provide a growth path for enterprises to achieve incremental revenue growth of traffic services,and provide help and reference for the safe,sustainable and effective development of enterprises.