Research On China Mobile Yangzhou Branch’s Home Broadband Marketing Strategy

The current international environment is complex,and the competitive game in the field of technology industry is very fierce.Fostering the development of the domestic broadband sector and promoting the linkage of the global information and communication sector has become the historical mission of information and communication industry.As a latecomer in the field of home broadband,China Mobile has helped implement the "Broadband China"strategy.China Mobile continues to increase investment in infrastructure,striving to fully achieve "fiber to building,fiber to home".In this regard,Yangzhou Mobile Branch is necessary to comply with the market competition trend,integrate its own business advantages and resource advantages in a multi-dimensional way,improve the marketing system of home broadband,in order to grab a larger market share.This paper analyzes Yangzhou Mobile’s home broadband marketing environment in depth.Based on the marketing theory,this paper develops appropriate marketing strategies to promote Yangzhou Mobile Company to break through the existing traditional marketing model and gain market competitive advantage.This article can provide a universal and replicable experience for similar enterprises’ home broadband marketing strategies.At the same time,this paper can help Yangzhou Mobile Company improve its home broadband marketing ability,consolidate its position in the communication industry,and lay a more solid foundation for the company’s long-term development.This paper uses literature research,case study,field research and other research methods.This paper takes Yangzhou Mobile Company as the research object,combines the current research status of domestic and foreign scholars in home broadband marketing,summarizes the relevant marketing theories,comprehensively analyzes the home broadband marketing environment of Yangzhou Mobile and selects successful marketing cases for experience reference in order to formulate a suitable home broadband marketing strategy and safeguard measures.This paper optimizes and improves the broadband marketing strategy of Yangzhou Mobile Company,providing strong practical guidance for improving the success rate of broadband marketing.At the same time,this paper also provides material and case support for the research on the theme of home broadband marketing,further enriching the theoretical system of marketing.