Research On Marketing Strategic Transformation Of Communication Operators In Mobile Internet Era

In the era of mobile Internet,the development advantages of communication operators as network providers of basic services such as data information and Internet access are constantly weakening,and they have been violently affected by the mobile Internet technology storm.shock.A business development strategy is critical to its continued prosperity.In the urgent period of the changing marketing environment of communication operators and the increasingly fierce market competition,how to adapt to the development of the mobile Internet era through strategic transformation is the bottleneck problem that Chinese communication operators need to solve urgently.Today,the traditional mode of Chinese telecommunication operators taking offline as the main marketing method is obviously difficult to meet the needs of market development.It is urgent to expand online marketing channels to attract and guide customers to migrate from offline channels to online marketing channels.Making full use of the mobile Internet to empower online marketing channels,increase the energy and vitality of online marketing channels,achieve better operating returns,smoothly pass through the painful period of strategic transformation and upgrading,and improve industry integration capabilities are the keys for communication operators.question.Currently,communication operators are guiding the transition from offline marketing to online marketing because of the wide-ranging business scope of traditional offline marketing channels and online marketing channels in the Internet environment,as well as the complex digital and offline marketing strategy environment.Weak ability to grasp the marketing environment due to vague strategic direction,unclear strategic focus,and unclear strategic focus.This thesis will take the research of online and offline marketing channels of communication operators as the starting point,and gradually analyze the online marketing strategy transformation process of communication operators in the mobile Internet environment.The thesis adopts the research idea of "theory-model-empirical",studies theories such as strategic management,analyzes the influencing factors of the strategic transformation of communication operators,pays attention to the problems faced by online marketing channels in the actual marketing process of communication operators,and builds communication operators.Using the strategic transformation model,and using Jilin Mobile Company as an example,we conducted empirical research,verified the scientific validity of the model through questionnaire surveys and mathematical statistical analysis,and analyzed online marketing in the mobile Internet environment in light of Jilin Mobile Company’s specific market and business development.Channel competition game strategic transformation path planning provides specific references and suggestions for communication operators.Conclusions drawn from the paper are as follows:(1)This paper expounds the dilemma faced by communication operators’ online marketing channels in the mobile Internet environment and their background,and analyzes the main influencing factors of communication operators’ online marketing strategy transformation,including perceived usefulness(customer demand),perceived ease of use usability(product form),perceived competency(network quality),perceived cost(channel switching cost),usage attitude and usage intent.(2)Take Jilin Mobile Company as an example,conduct an empirical analysis and research on its online marketing strategy transformation,design and distribute a questionnaire on the competition status of online communication operators’ marketing channels in the Internet environment,conduct data statistics,reliability and validity After testing,confirmatory factor analysis and structural equation model analysis,the research conclusions were drawn.(3)Perceived usefulness(customer demand)has a significant impact on usage attitudes and usage intentions,perceived competency(network quality)has a positive effect on perceived usefulness(customer demand),and perceived cost(channel switching cost)has a positive effect on customers’ use of online channels Attitude has a negative effect,and use attitude has a significant impact on use intention.However,perceived ease of use(product form)has no significant impact on perceived usefulness(customer demand)and usage attitude,and perceived competency(network quality)has no significant impact on customers’ attitude toward online channel usage.(4)Based on the analysis of the strategic transformation model of telecommunication operators’ online marketing channels,actively explore the reform and innovation of the corporate strategic transformation of Chinese telecommunication operators in the mobile Internet era,which has certain advantages for telecommunication operators to realize the optimal configuration of online marketing channels.It can provide basic support for promoting the sustainable development of enterprises under the development trend of emerging technologies and domestic policy environment.