Research On 5G Product Marketing Strategy Of XZ Branch Of China Telecom

On June 6,2019,the operator officially obtained the national 5G commercial license,symbolizing the arrival of the first year of 5G commercial use and the rapid progress and development of 5G technology in China.China Telecom,China Mobile,China Unicom,and China Broadnet have given sufficient attention to the new round of market share competition.So far,5G has covered more than 10 industry scenarios,including smart city,smart community,smart education,smart transportation and smart manufacturing.At present,5G has covered more than 10 industry scenarios such as smart city,smart community,smart education,smart transportation and smart manufacturing.On the one hand,if we want to base ourselves on the competitive market environment and improve our core competitiveness,we must ensure quality,reform and innovation,and actively meet challenges.On the other hand,as 5G infrastructure investment is higher than in previous years and business operation costs are high,traditional "price war" is no longer advisable.How to optimize marketing strategy,increase 5G market share and increase revenue and profit is an urgent problem for XZ branch companies to solve.At the strategic level,the article analyzes the internal and external environment of XZ branch using PEST analysis method,analyzes XZ branch’s competitiveness in the local area using the Five Forces Model,analyzes XZ branch’s competitive environment using SWOT analysis method,and establishes SWOT matrix.Based on the above analysis,it is believed that XZ branch currently has the following problems: severe product homogenization leads to a lack of effective marketing,weak basic management capabilities lead to low channel operation efficiency,insufficient professionalism of marketing personnel,marketing customer satisfaction,and excessive traditional user perception in promotional methods.Based on this,the article proposes the following strategic improvement suggestions for the existing problems: in terms of increasing user share,implementing differentiated competition in product innovation.In terms of improving revenue,carry out precision marketing.In terms of channel strategy,we will strengthen the construction of electronic channels,expand cooperation channels between different industries,and expand the source of new users.In terms of promotion and marketing,we use big data for precise marketing and attach importance to new media marketing methods.Finally,the article puts forward four suggestions of improving XZ branch’s strategy and proposes: strengthening marketing team building,increasing product research and development investment,strengthening professional marketing talent cultivation,and constructing a hierarchical incentive management model.