Research On Optimization Of End-to-End Marketing Strategy Of Home Broadband Products Of M Mobile Company

In recent years,China’s communication industry is developing rapidly,and the traditional personal communication users have gradually become saturated.From the traditional full-service voice communication competition to the fixed service Internet business competition,the end of the full-service competition has been opened.With the introduction of the strategic policy of "broadband China",the development of broadband business has risen from the company strategy to the local government policy to the national strategy,From wired broadband to optical broadband and then to Gigabit broadband.M the number of mobile broadband users has exceeded 8.16 million.How to maintain the stock of broadband users and improve the market competitiveness of broadband products is the key to the sustainable development of communication operators.This thesis mainly makes an in-depth analysis of the problems existing in the end-to-end management of M Mobile’s home broadband products,expounds the current situation of the end-to-end marketing management of M Mobile’s broadband products,analyzes its macro environment and internal and external environment by using pest and SWOT analysis methods,puts forward the management problems and marketing weaknesses existing in the price,service,channel and background support of home broadband products,and uses the marketing management theory The big data analysis tool formulates corresponding optimization strategies and management measures for M Mobile to realize the smooth management process of broadband products,the improvement of network quality and the improvement of marketing system.Through literature review,interview,questionnaire survey and data mining,this thesis finds that M Mobile’s revenue growth has slowed down,the development of traditional communication field is limited,and home broadband,as a relatively mature emerging field,needs to further tap its revenue potential.However,due to the problems of incomplete broadband product system,low product service quality and end-to-end management,the value of broadband products cannot be brought into full play effectively,Through the analysis,it is found that the development advantages of broadband products outweigh the disadvantages,and the opportunities outweigh the threats.M Mobile should seize the opportunity,optimize the overall product system,marketing mechanism,channel construction,promotion mode and other strategies to tap the market value of home broadband,improve the management organization structure,establish home broadband network optimization system based on AI algorithm,summarize experience,and form the "eight steps" of agent maintenance and installation Using SQL modeling to improve the product risk control system and other management measures to ensure the efficient implementation of Jiakuan product marketing strategy,provide reliable guarantee for the development of front-line marketing,and create a high-quality atmosphere for the development of Jiakuan products.