Research On Home Broadband Service Marketing Strategy Of YanBian Mobile Corporation

With the continuous development and transformation of the communication industry,China’s communication industry continues to flourish.As the three major domestic communication operators,China Mobile,China Unicom,and China Telecom have formed a tripartite confrontation.In recent years,the State Council has successively proposed a broadband China and network power strategy,attaching great importance to the infrastructure construction of China’s information society.However,in the increasingly saturated market environment of traditional telecommunications business income,the huge potential of the home broadband market,stable customer base,and multiple business types are undoubtedly new profit growth points that major operators are urgently seeking.In the fixed network market,China Mobile,as a rising star,faces an increasingly complex and volatile competitive situation.At the same time,business development is gradually showing a weak trend,and the growth of new users and the maintenance of old users become difficult.Only by continuously innovating marketing service models,improving marketing service strategies,and establishing a good network reputation can we gain more advantages in market development,which is also a key step to improve customer perception.Based on this situation,this article takes Yanbian Mobile as an example,combines relevant knowledge of marketing management,and uses the PEST analysis model to carefully analyze the internal and external conditions of broadband development,summarizes the main issues affecting the development of Yanbian Mobile’s broadband business.Finally,using the 7P marketing theory,it provides a relatively reasonable and feasible marketing plan.Through analyzing the marketing environment and problems faced by Yanbian Mobile,an effective marketing strategy combination is proposed,focusing on seven aspects,namely,customizing broadband products and extending services,optimizing the product price system,promoting chain operations in self operated halls,designing and promoting market communication,establishing a service scoring mechanism,creating a service experience zone,and enhancing the empowerment of financial rights and interests,Comprehensive transformation and upgrading to enhance the competitiveness of mobile home broadband.On the basis of optimizing marketing strategies,this article also proposes a series of implementation assurance plans to facilitate the better implementation of marketing strategies,including optimizing organizational structure,establishing support systems,strengthening information tracking,doing well in network support,and improving satisfaction index.