Research On Marketing Strategy Of SL Mobile Company’s Home Broadband

With the introduction of the "Broadband China" strategy and the "14th Five-Year Plan for National Informatization",the development of broadband networks in China has achieved great market potential for leapfrog improvement,providing policy support for the construction of communications facilities in China.Under the influence of the national speed and fee reduction policy requirements and the competition and cooperation mode among operators,the difference of broadband charges among the three suppliers is reduced,the degree of product homogeneity is getting higher and higher,the channel competitiveness is gradually declining,and the market competition of home broadband business is becoming more and more fierce.SL mobile company as the leading operator in SL region,how to formulate the broadband business marketing strategy suitable for the actual development of the enterprise,find new broadband business growth point,so as to occupy the "high ground" in the fierce market competition,and continue to maintain a good development prospect,this is the realistic problem that SL mobile company needs to solve.This paper takes SL Mobile as the research object,and comprehensively uses the literature analysis method and questionnaire survey method to discuss and analyze its home broadband business marketing strategy.Through the analysis of the current situation of the home broadband business marketing strategy of SL Mobile,and the questionnaire survey,the existing problems are found,Analyze the macro and micro environment of marketing.Put forward optimization suggestions based on STP market segmentation.According to the 7P marketing theory,SL Mobile urgently needs to enrich the product content,formulate differentiated product prices for different target customer groups,optimize the operational capabilities of online and offline channels to achieve organic integration,form a strong attraction for customers,strengthen the construction of talent team,adopt new display methods,strengthen service process control,and enhance core competitiveness,So as to achieve the expected marketing effect and enhance customer perceived value.Finally,in order to ensure the smooth implementation of the marketing strategy optimization plan,the corresponding implementation guarantee measures are proposed.In the process of analyzing the marketing of broadband business of SL mobile branch,this paper makes full use of the marketing theory,in order to improve the current situation of the marketing of broadband business of SL mobile branch,and provide experience and useful reference for similar enterprises.