| The report of the 19 th National Congress of the Communist Party of China and the 14 th Five-Year Plan have raised the construction of "digital China" to an unprecedented height.But as a key link in digital infrastructure,cloud computing is a core strength to boost the rapid development of our digital economy.The cloud computing will become an important pillar of our country’s digital economy.Under the background of "enterprises on the cloud","new infrastructure","east to west to calculate the project",China’s cloud computing market has sustained rapid development,and the market space is very large.In addition,with the arrival of the5 G era,the traditional business market of telecom operators,such as voice and data services,has been nearly saturated.At the same time,the implementation of the national policy to speed up and reduce fees,is restricting the expansion of the scale of traditional business revenue.As one of the key innovative services of telecom operators,cloud computing is an inevitable trend in the development of telecom industry.The mobile cloud business of China Mobile JX Company is still in its infancy,and its market share needs to be improved.Therefore,how to optimize the marketing strategy of the mobile cloud business so as to improve the overall competitiveness and market share is worth further study.In this regard,this thesis firstly combs the previous literature on cloud computing marketing.Secondly,it summarizes and analyzes the macro environment and industry competition environment of China Mobile JX Company’s mobile cloud business.Through the questionnaire and internal interviews of mobile cloud marketing strategy,it analyzes the existing problems of mobile cloud business in the marketing strategy,and then analyzes the causes of the problems.Finally,based on the service marketing7 Ps theory,The thesis puts forward some suggestions on improving the demand-oriented product system,establishing multi-mode dynamic pricing strategy,improving the online and offline channel management mode,optimizing the internal and external promotion strategy,improving the professional personnel strategy,creating customer-centered process optimization strategy,and developing diversified tangible display service marketing strategy optimization.The guarantee measures of marketing strategy implementation are put forward from the aspects of human resources,organization,service and risk control.The optimization suggestions proposed in this thesis are expected to effectively reduce the difficulties encountered by China Mobile JX Company in the process of mobile cloud business marketing,and at the same time,provide a useful reference for other operators in the field of cloud computing marketing. |
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