Rsearch On Marketing Strategy Optimization Of China Radio And Television Chongqing Company

In recent years,the basic TV users and the decline of audience rating＆revenue continue to lose,that leads the radio and television operators trapped in losses are increasing year by year.From the perspective of user scale,structure,revenue and market competition,the whole radio and television industry is facing great development challenges.On Jun.6th,2019,the Ministry of Industry and Information Technology issued 5G commercial licenses to China Telecom,China Mobile,China Unicom,and China Broadcasting Network Group（hereinafter referred to as CNB）,in order to comprehensively reverse this situation.On Oct.12th,2020,CNB was established formally in Beijing,who had completed the transformation from a state-owned enterprise to a central enterprise,with the initially completed "National One Network".This paper is based on CNB Chongqing Company as the research object,with the basic marketing theory,competition theory,consumer behavior theory,service marketing theory,by using PEST,SWOT,Five Force analysis,Combining problem research,demand research,consumer behavior research,Chongqing regional competition pattern research and other analytical means,to find out the current existing problems of CNB Chongqing Company,such as:a)Lack of scientific objectives and innovative strategies;b)Target market and positioning:extensive target market division,unclear product and service positioning,and other problems;c)Unreasonable product portfolio,new product development lag,independent pricing ability and other problems;d)Channel and service:Insufficient channel coverage and mismatched business;e)Marketing and promotion:Weak linkage ability between brand and product,lack of unified planning in brand and other problems;f)Marketing organization and system:unreasonable marketing organization setting,lack of system and other problems。Through the macro and micro analysis of CNB Chongqing Company,this paper fully affirms its advantages of realizing the integration of "National One Network",5G license resources and exclusive core resources of 700MHz,etc.,but also makes clear that its 5G personal business has not been officially commercial,the dividend of"National One Network" integration has not been fully released and other disadvantages.Under the normal relationship of "Joint Construction and Sharing" with China Mobile,it takes the homogeneous competition between CNB Chongqing Company and China Mobile as an oligarchic competition case for analysis and reference,that proposes the marketing optimization strategy in 6 aspects to meet the future development needs of CNB Chongqing Company as follows:a)To adjust marketing strategy;b)To review and change market positioning;c)To improve product portfolio;d)To improve channels and services;e)To adjust marketing and promotion strategy;f)To improve marketing organization and system.