Research On Marketing Strategy Optimization Of JN Telecom Broadband Service

The development of broadband business is inseparable from the support of policies,technology development and market recognition,broadband into thousands of households also promotes the popularity of the Internet in China,promoting the development of the economy.2013,the State Council issued the "Broadband China" strategy and implementation plan,the development of broadband into the fast lane.Also in this year,China Mobile got the license to operate the broadband business,the broadband market officially entered the pattern of competition among telecommunications,mobile and Unicom.China Telecom as a veteran fixed-line operators,engaged in broadband business has been more than 20 years,from the initial ADSL broadband,to later 100 megabit broadband,and now gigabit broadband,the development of technology has brought about the continuous improvement of network speed and the continuous enrichment of applications.Broadband business also developed from the very beginning of the single broadband product,gradually into a full-service product of broadband,mobile and TV.However,after 20 years of development of broadband business,the differentiation of products is getting smaller and smaller,the network quality of competitors is improving,and the influence factor of the product itself on customers’ purchase is gradually weakening.And with the implementation of portable number transfer,the threshold for customers to switch networks is gradually lowered,which also further intensifies the competition in the broadband market.JN Telecom,as a district and county branch of China Telecom,is also facing the problem of declining market share,and how to improve the competitiveness of products by continuously optimizing marketing strategies is of great significance to the development of broadband business of JN Telecom.In this paper,based on the analysis of the macro environment and competitive environment that JN Telecom is currently in,the problems of broadband business in terms of 7Ps are identified by collecting and analyzing customer satisfaction questionnaires,then the optimization suggestions are made for the marketing strategy of broadband business of JN Telecom,the implementation plan of marketing strategy optimization is formulated,and finally the corresponding guarantee measures are made for the implementation of marketing strategy optimization.In order to adapt to the changes in the competitive environment of broadband business and effectively solve the problems existing in the current broadband marketing practice,it is suggested to optimize the marketing strategy in the following aspects.In terms of products,broadband access rate should be improved,indoor networking should be optimized,and ITV content should be optimized.In terms of price,a competitive pricing strategy and a differentiated pricing strategy should be developed.In terms of channels,we should strengthen the refinement management of physical channels and improve the marketing capability of online channels.In terms of promotion,we should launch product innovation promotion,carry out unit group purchase promotion and implement net age promotion.In terms of personnel,we should build a team system led by sub directors and strengthen staff skills training.In terms of tangible display,to improve the overall image of the business hall.In terms of process,to improve the quality of installation and maintenance services and strengthen the churn rate control.Through the implementation of marketing strategy optimization measures,we can improve the marketing level of JN Telecom’s broadband business,make up for the shortcomings in capabilities,enhance differentiated competitiveness,and occupy a favorable position in future market competition.