Research On Marketing Strategy Of XY Mobile Traffic Business In The 5G Era

In the early 4G era,operators took technology upgrade as an opportunity to reconfigure the tariff system,the scale of 4G customers continued to grow,customer value continued to rise,operators gained competitive advantage by promoting network construction and terminal operation,and won the first wave of traffic dividend;in the 5G era,the trend of traffic growth slowed down,the premium brought by technology upgrade gradually disappeared,the traffic dividend receded to bring huge impact to operators,the industry Market demand is more diversified,customer needs are more personalized and differentiated,and the marketing strategy of the 4G era is no longer adapted to the characteristics of the 5G era.With the increasing maturity of 5G technology,cloud computing,big data,Internet of Things,edge computing and other information technology is also booming,operators have ushered in an unprecedented golden period of development,all the applications of information technology for customers are ultimately reflected in the traffic,the value of the traffic is the value of the customer,in this context,how to further explore the value of the traffic,to develop a more reasonable traffic marketing strategy,so that enterprises in the competition In this context,how to further explore the value of traffic,develop a more reasonable traffic marketing strategy,so that the company can occupy a leading position in the competition,is the urgent problem of XY Mobile.Based on the review of related literature,this paper takes XY Mobile’s traffic business as the research object,uses data analysis method,interview survey method and other research methods to analyze the current situation of traffic business marketing strategy and the problems and reasons,and uses PEST model,Porter’s five forces model,SWOT matrix and other methods to analyze and summarize the internal and external environment and resource capacity of XY Mobile’s traffic business,so as to better At the same time,combined with the previous analysis,STP strategy formulation,based on the 4P theory,from the traffic product innovation,pricing model reform,content rights and interests operation,channel synergy development,terminal operation traction,promotion mode upgrade six aspects,precise marketing strategy optimization recommendations,on the one hand,to make up for the shortcomings of the current stage of marketing strategy,on the other hand,focus on the future,to promote 5G traffic The AHP model is used to verify the rationality of XY Mobile’s traffic business marketing strategy and to evaluate the effect of improvement.In order to ensure the effective implementation of the traffic business marketing strategy,relevant guarantee measures are formulated in four aspects: optimizing internal organizational structure,strengthening marketing team construction,improving traffic service quality,and strengthening network resource investment,in order to guarantee the smooth implementation of XY Mobile’s traffic business marketing strategy optimization.This paper combines marketing theory with business management practice,and proposes feasible optimization suggestions by studying the marketing strategy of traffic business to ensure that the traffic business plays an important role in solid revenue enhancement and pulling the company’s development,therefore,studying and optimizing the marketing strategy of XY Mobile’s traffic business is important to accelerate the transformation of the company’s traffic operation,improve its market competitiveness and ensure its At the same time,we hope to provide reference and help for other sister companies to jointly promote the flourishing development of the traffic business in the 5G era.