This article directory navigation:
Research on Effective Marketing Methods of Mobile Broadband Products
The first chapter is an introduction to the mobile broadband marketing research of an enterprise.
The second chapter is a summary of marketing theory and literature.
The third chapter analyzes the marketing environment of A company's mobile broadband business.
Chapter IV Analysis of Target Market Positioning of Mobile Broadband Services
Chapter V Marketing Strategy of Mobile Broadband Service
Chapter VI Implementation Guarantee of Broadband Product Marketing Strategy
Analysis on the Conclusions/References of Promoting Mobile Broadband Service in Communication Enterprises
The second chapter is the theory and literature review.
2. 1 theoretical summary.
2. 1. 1 target marketing strategy.
The foundation and core of modern marketing construction can be considered as STP marketing or target marketing [2], which was first put forward systematically by philip kotler in his book Marketing Management. The three letters of STP refer to market segmentation, target and market positioning. The central idea is to screen out the target customers through market segmentation, then determine the target market according to the target customers, and finally position the market. STP implementation is divided into three steps:
Market segmentation: different users in the same market have different needs, and the same service or product cannot satisfy all customers. Classifying customers according to certain characteristics, enterprises can get twice the result with half the effort by attracting specific types of customers and carrying out targeted marketing activities. There are four common market segmentation methods: geographical factor market segmentation, consumer behavior market segmentation, humanistic factor market segmentation and interest factor market segmentation.
Target market: determine the target market of the enterprise through the principle of market segmentation, so that the enterprise can mainly allocate resources to the selected target. The main task of the target market is to make a suitable 4P combination, that is, product, price, promotion and channel.
Market positioning: in order to meet the needs of specific groups, constantly improve their products and services to meet the requirements of customers, thus forming a competitive advantage. This requires enterprises to fully analyze the target customers, determine the target market, and constantly understand the views and evaluations of the target customers on themselves and even their competitors.
The target market is a constantly changing market, and enterprises need to keep pace with the times when subdividing the market, and cannot rest on their laurels. Therefore, the marketing strategy will inevitably go through the process of formulation-adjustment-formulation. Only by going through this process repeatedly can enterprises fully explore the most suitable market positioning for their own development in the fierce market segments, and on this basis, they can produce products that meet the target customers, form competitiveness, and then occupy most of the market share and form economies of scale.
2. 1.2 marketing mix strategy.
The concept of marketing mix strategy [3] has been put forward and developed for more than 60 years. The proposal and perfection of this strategy aims to explore a set of theoretical basis with universal guiding significance for marketing practice. The development of marketing mix strategy has gone through the following stages:
(1) 12 combinatorial theory: This theory was put forward by Professor Neil Bowden. 12 elements are product planning, pricing, brand making, supply and marketing routes, personnel sales, advertising, promotion, packaging, display, support, physical distribution and market research. The combination theory of 12 helps enterprises to find the most direct and effective breakthrough in marketing activities, and also lays a solid foundation for the improvement of marketing combination strategy.
(2)4P combination theory: Mr. McCarthy refined 4P combination theory on the basis of highly summarizing 12 combination theory, mainly including product, price, place and promotion. The 4P combination theory summarizes four key points from the complicated marketing factors, which contain the essential marketing elements in the process of marketing activities and are very suitable for the marketing practice of enterprises.
(3)7P portfolio theory: This theory is mainly tailored for service marketing, which was put forward by two marketing scholars James and Bitner. He added material evidence, participants and procedures to the traditional 4P, thus forming the 7P combination theory.
(4)6P combination and 1 1P combination theory: Professor kotler added political rights (Power) and Public relations (public) to form 6P combination on the basis of the original 4P, aiming at providing feasible solutions for enterprises to break through political barriers and public opinion barriers and enter the protected market. Then Professor kotler added exploration, division, prioritization, positioning and people on the basis of 6P. The formation of 1 1P combination theory is of great significance, which marks the development of marketing combination from tactical level to strategic level.
(5)4R combination strategy theory: American marketers first put forward the concept of 4R, which includes four elements: relevance, responsiveness, relationship and reward. With the increasing proportion of marketing expenditure and new customer growth, how to maintain existing customers has become a key issue in marketing activities, and 4R combination theory has adapted to this marketing background.
2. 1.3 Macro-environmental analysis method for pests.
PEST analysis [4] refers to the analysis of macro-environment, mainly including the main external factors affecting enterprises, including politics, economy, society and technology. Based on these four factors, the analysis and research on the macro-environment of enterprises can provide an important basis for enterprises to formulate development strategies.
(1) political factors: including national guidelines, policies, formulation, laws and other factors that can affect the direction of enterprise marketing strategy.
When these factors change, in order to avoid the contradiction of business strategy, enterprises have to change according to the changes of political factors. In fact, the change of political factors has a great influence on the strategic formulation and operating profit of enterprises.
(2) Economic factors: including macro-economic factors and micro-economic factors, directly determine the size of the current and a period of time.
(3) Social factors: Different groups have different needs for products and services, which are closely related to the gender ratio, lifestyle, buying habits, savings, religious beliefs and other factors of this group.
(4) Technical factors: The increasingly high-tech social environment makes people's lives more and more convenient, which requires enterprises to try their best to gain a leading position in technology. Therefore, enterprises should not only pay attention to technological innovation in their own fields, but also pay attention to the state's support for science and technology and the technological hotspots of the whole society. A technologically strong enterprise will also have strong competitiveness.
2. 1.4 Five-force model analysis method.
In the 1980s, Mr. Michael Porter put forward the five-force model [5].
The concept of. Five-force model can be regarded as the product of market development at a certain stage, which is of great help to enterprises to analyze the competitive environment in their own fields and improve their competitiveness. At the same time, it also plays a positive role in creating a good market environment. Generally speaking, the five-force analysis method in the five-force model is as follows:
Bargaining power of suppliers: goods or services produced by enterprises often require many suppliers to provide basic raw materials or other simple services. Therefore, if enterprises want to get higher profits, reducing the bargaining power of suppliers is one of the effective ways. The bargaining power of suppliers is influenced by many factors, and enterprises have to pay attention to these factors.
Bargaining power of buyers: customers always want to get high-quality goods and services with the least investment. If the production scale of the enterprise is small, the products or services are single, and the purchasing power of customers is huge, then the buyers have strong bargaining power.
The threat of new entrants: if an enterprise wants to enter a new field, it must bear the extra costs that the existing enterprises in this field do not need to bear, which is the industry barrier. If the industry barriers are high, the threat of new entrants is relatively small, and vice versa.
The threat of substitutes: the products or services produced by enterprises may substitute each other, which will lead to competition among these enterprises. If the cost of substitutes is lower and the quality is higher, it will undoubtedly form a strong competitiveness among enterprises.
Competition degree of competitors in the same industry: fierce competition will inevitably form between enterprises in the same field. If enterprises take the initiative in the market, they can earn high profits by raising prices, continue to consolidate their leading edge and continuously improve their competitiveness.
2.2 Literature review.
In the process of studying the marketing strategy of XX mobile broadband service, in order to make the research process comprehensive, objective and the research results true and effective, the author searched the keywords of broadband marketing strategy through Dr. China Zhiwang Shuo and Wanfang database, and finally collected 6 references, and obtained the following views:
Wang Yali and Cheng Aiwu's "Xi Mobile Optical Network Broadband Market Segmentation and Positioning" [6] research holds that the current broadband market in China is fiercely competitive, and China Mobile entered the broadband market late, facing difficulties such as insufficient operation and maintenance and unclear marketing strategy. This requires mobile companies to list the basic needs of users for broadband in detail, summarize the market positioning of Xi 'an broadband service, and put forward appropriate broadband marketing strategies on this basis. Diao Yongfeng's Analysis of Telecom Broadband Marketing Strategy [7] points out three major problems in China's telecom broadband market, namely, lagging marketing theory, low service level and insufficient product characteristics. In view of these problems, this paper puts forward some concrete measures to improve the marketing strategy, such as using network technology, conducting broadband marketing on the Internet and expanding the network coverage as much as possible. The article also emphasizes the importance of rural broadband market and the difficulty of rural broadband business marketing. Ren Shichun emphasized in the article "Some Suggestions on Telecom Marketing under Market Segmentation" [8] that accurately dividing users to determine market segments and formulating corresponding marketing strategies according to different market segments can improve the marketing effect to a higher degree. In addition, while carrying out precise marketing, we should also pay full attention to the relevant government policies, closely cooperate with the government's policy objectives, and strengthen cooperation with the government. We should also pay attention to the fierce guarantee and organizational relationship and implement timely and effective policy evaluation. Only in this way can we increase the market share from the fierce and complicated telecom market structure.
Lv Qiang's "Research on Precision Marketing Strategy of Changchun Mobile Home Broadband Market" [9] points out the problems in Changchun mobile broadband marketing, which not only has limited success rate of marketing scheme promotion, but also has high marketing cost. Therefore, the construction of accurate marketing system in broadband market is creatively put forward, which requires mobile companies to truly understand market demand and avoid blindly predicting market facts. The foundation of precision marketing system construction is sufficient market demand survey, supplemented by refined management, rational allocation and optimization of existing resources, so that mobile companies can gain more market share in the region. Li's article "Research on Building a Broadband Integrated Service Marketing System" [10] emphasizes that in order to gain an advantage in the fierce broadband market, we should not just seize customer resources, but find ways to stabilize existing customers. Therefore, broadband operators need to do a good job in pre-sales communication, suggestions and guidance, complete the installation work with high quality in sales, establish a perfect maintenance plan after sales and stick to it. Only by making these three links into a closed management process can we build an effective broadband integrated service marketing system. Lu pointed out in "Research on Marketing Problems and Strategy Innovation of China Telecom under the New Situation" [1 1] that the marketing strategy innovation of China Telecom under the new situation includes experiential marketing innovation, combined promotion strategy and personnel marketing strategy. Among them, experiential marketing innovation needs to make customers feel anxious about experiencing products and improve their feeling of being at home. Only by doing these two things can rigid marketing be transformed into the subjective consciousness of customers and be invincible in the competition.
To sum up, with the adjustment of national policies and the rapid development of the market, traditional operators must keep up with the broadband market, and more and more scholars pay attention to and study this field. However, as a paper that emphasizes the guiding value of practice, the author believes that this paper still has its own depth and differences in view of the current situation faced by XX Mobile, which is worth making research efforts.