Research On Marketing Mix Strategy Of Home Broadband Products Of P Mobile Branch

With the implementation and promotion of strategic policies such as "Network Power","Internet+" and "Broadband China",the broadband market has been developing rapidly.At present,with the deepening reform of China’s telecommunications industry and several restructuring,China Telecom,China Mobile and China Unicom,as the three major operators in China,have entered into a full-service competition pattern.The national broadband strategy is of great significance to the future development of China’s economy,and with the rise of the Internet of Things,especially after the outbreak of the new crown epidemic,the smart home will be another emerging market for operators to compete for.Home broadband as the main entrance to the smart home,who can dominate will have an important impact on the future of the home market competition.Home broadband market business concentration,customer base stability,market space,is the focus of the operators to grab the target.In the fixed-line broadband market,China Telecom was the first operator to launch fixed-line broadband services,and as the leader in the broadband market,has a huge customer base base.The broadband business,a pillar of China Mobile’s business,has been growing rapidly while also facing fierce competition.In recent years,business growth has started to sluggish and customers are leaving the network more and more frequently.Only through continuous optimisation of marketing strategies and innovative marketing models can we continue to take a leading position in the competition for product homogeneity,which is very important for enhancing the company’s market share and increasing its business revenue.How to create differentiation,create user value and enhance marketing effectiveness with a customer-centric approach are all issues that operators need to focus on urgently in the marketing process.This study takes 4P and 4C marketing theories as the premise,and according to the current strategy of P Mobile branch in the field of home broadband development,using the means of questionnaire survey to collect and study the customer’s demands,perceptions and elements that influence the user to determine the product;using the development status of P Mobile branch,the current marketing plan and the application of questionnaire survey means,using the marketing plan of broadband business in different periods The study and research of the current marketing plan of broadband services in different periods of time illustrates the problems of the current stage of development,such as the severe situation of product bundling and sales,poor network quality,inadequate pricing mechanism,poor vitality of conventional methods,insufficient strength of new channel extensions,and lack of rich and attractive promotion methods.Using business development climate research of comprehensive and micro elements such as national guidelines,technological progress and social environment,targeted solutions are proposed and strategy implementation guarantees are given according to the marketing situation of P Mobile.This study has great value for P Mobile branch to make marketing work well,enhance operation and management,improve economic value and achieve corporate goals,which is to assist P Mobile branch to increase the customer scale of home broadband,improve market share and can assist the long-term stable development of the company.It is of great value to the stable development of the broadband industry and has a profound impact on the theory of improving and developing home broadband marketing programmers.