Research On The Marketing Strategy Of Home Broadband Service Of China Mobile GY Branc

With the progress of The Times and the development of communication technology,home broadband network has become an important connection and an important driver for the digital transformation of society.Thousands of families have used home broadband,and home broadband network has become an indispensable part of life,as well as the core product of the three operators’ competition.However,in recent years,the state advocates "speed up and fee down" and proposes "network transfer with a number".The differentiation of home broadband products between operators is weakening,and the market is becoming increasingly saturated.The competition of home broadband is particularly fierce.In the face of such a situation,how to develop a home broadband marketing strategy that fits the market,improve the quality of home broadband products,expand market share and enhance market competitiveness has become an urgent problem to be solved.This paper focuses on the marketing strategy of home broadband business of China Mobile GY Branch,and analyzes the macro-environment and micro-environment of home broadband marketing through PEST analysis,Porter’s Five Forces model and SWOT analysis.Combined with 4P marketing theory,questionnaire survey and interview method were used to find out the home broadband marketing problems of China Mobile GY branch,put forward marketing strategy optimization suggestions from product,price,channel and promotion,and developed marketing strategy guarantee system to help China Mobile GY Branch expand home broadband market share.This paper provides optimization strategy for home broadband business marketing of China Mobile GY Branch,aiming at improving the competitiveness of home broadband business of China Mobile GY Branch.At the same time,it provides a reference for the marketing strategy of home broadband service of prefecty-level telecom operators.