Optimization Of Broadband Marketing Strategy Of Enterprises In S Area Of Y Telecom

As countries gradually for mobile and let go of fixed-line business licenses of radio,film and television,and the introduction of private enterprises to join by means of the pilot,broke the current pattern of the early stage of the broadband market monopoly,netcom from the north,south of telecom broadband market pattern,becomes each big operators and competition situation of private enterprises,China’s broadband market competition.Y telecom company is xiamen,one of the major three telecom operators,relying on the broadband customer advantages of the accumulation,in xiamen broadband market competition advantage of enterprise,S area as a key development of xiamen city,is broadband operators competition enterprise share important area of the current enterprise broadband market has been turned into stock market,for Y telecom company,Facing huge impact and challenge,the outside is mobile and China unicom,by means of product price to Y telecom company broadband market caused a serious impact,and also exist within the Y telecom company customer churn rate is serious,its own broadband serious product homogeneity,the problem of marketing channels blocked,so need a broadband by optimizing the enterprise marketing strategy,In order to help Y telecom company maintain its advantage in the market competition and make contributions to the revenue development of Y telecom company.Based on this,through the questionnaire survey of enterprise broadband customer market,It is found that the product is relatively single in the enterprise broadband marketing strategy of Y telecom company,insufficient price advantages,narrow sales channels,few promotion forms,poor business hall environment and insufficient facilities,inadequate customer service tracking,and different marketing skills of marketing personnel,In terms of products,formulate strategies for product portfolio sales,product differentiation and the combination of products and services;In terms of channels,formulate the expansion strategies of business hall direct sales channels,online electronic channels and physical channels;In terms of pricing,formulate pricing differentiation,discount and combination pricing strategy of leading products;In terms of promotion,formulate door-to-door promotion,public relations promotion,customer type promotion and new media promotion strategies;In terms of physical display,improve the internal and external environment of the business hall,and coordinate the provision of self-service terminals;In terms of customer service,establish the concept of "user first" and improve user relationship marketing;In terms of marketing team,strengthen the marketing training of marketing team.This paper mainly analyzes the marketing management problems of the enterprise through theoretical tools such as STP and Porter’s five forces model,and finally uses7 PS theory to solve the problems,which will improve the overall ability of Y telecom company in enterprise broadband marketing,and telecom companies in other regions can learn from marketing strategies to improve the overall competitiveness of Y telecom company in the country.