M移动公司家庭宽带产品端到端营销策略优化研究
摘
要
近年来，我国的通信行业正在飞速发展，传统的个人通信用户已经逐渐趋近于饱和，
从传统的全业务话音通讯竞争到进入固定业务互联网业务竞争，拉开了全业务竞争的尾
声，随着“宽带中国”战略方针的推出，宽带业务的发展从公司战略到地方政府政策上升
到了国家战略，从有线宽带进入到光纤宽带再到千兆宽带时代的迈进。M移动宽带用户
数突破 816万用户，如何保有存量宽带用户，提高宽带产品的市场竞争力，是通信运营
商持续发展的关键。
本文主要对 M移动公司家庭宽带产品端到端管理方面存在的问题进行深入剖析，
通过阐述 M公司宽带产品端到端营销管理现状，运用 PEST和 SWOT分析法对其宏观
环境和内外部环境进行分析，提出家庭宽带产品在价格、服务、渠道，后台支撑中存在
的管理问题和营销短板，运用市场营销管理理论、大数据分析工具为 M移动制定相应
的优化策略和管理措施，实现宽带产品管理流程的顺畅、网络质量的提升和营销体系的
完善。
本文在通过文献查阅、访谈、问卷调查和数据挖掘等方式发现 M移动收入增长有
所放缓，传统通信领域的发展有限，家庭宽带作为比较成熟的新兴领域需要进一步挖掘
其收入潜能，但是受限于宽带产品体系不完备、产品服务质量不高和端到端管理不顺畅
等问题，导致宽带产品的价值无法有效地发挥，通过分析发现宽带产品的发展优势大于
劣势，机遇大于威胁，M移动应该把握此刻机遇，优化整体的产品体系、营销机制、渠
道建设、促销模式等一系列策略来挖潜家宽市场价值，通过完善管理组织架构、基于
AI算法建立家宽网络优化体系，总结经验形成代维装机“八步法”、运用 SQL建模完善
产品风控体系等管理举措保障家宽产品营销策略的高效落地执行，为一线营销发展提供
可靠保障，营造公司高质量的家宽产品发展氛围。
关键词：家庭宽带；端到端；产品管理；大数据
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Abstract
Abstract
In recent years, China's communication industry is developing rapidly, and the traditional
personal communicationusers have gradually becomesaturated. From thetraditional
full-service voicecommunicationcompetition tothe fixedservice Internetbusiness
competition, the end of the full-service competition has been opened. With the introduction of
the strategic policy of "broadband China", the development of broadband business has risen
from the company strategy to the local government policy to the national strategy, From wired
broadband to optical broadband and then to Gigabit broadband. M the number of mobile
broadband users has exceeded 8.16 million. How to maintain the stock of broadband users
and improve the market competitiveness of broadband products is the key to the sustainable
development of communication operators.
This thesis mainly makes an in-depth analysis of the problems existing in the end-to-end
management of M Mobile's home broadband products, expounds the current situation of the
end-to-end marketing management of M Mobile's broadband products, analyzes its macro
environment and internal and external environment by using pest and SWOT analysis
methods, puts forward the management problems and marketing weaknesses existing in the
price, service, channel and background support of home broadband products, and uses the
marketingmanagement theoryThe bigdata analysistoolformulates corresponding
optimization strategies and management measures for M Mobile to realize the smooth
management process of broadband products, the improvement of network quality and the
improvement of marketing system.
Through literature review, interview, questionnaire survey and data mining, this thesis
finds that M Mobile's revenue growth has slowed down, the development of traditional
communication field is limited, and home broadband, as a relatively mature emerging field,
needs to further tap its revenue potential. However, due to the problems of incomplete
broadband product system, low product service quality and end-to-end management, the value
of broadband products cannot be brought into full play effectively, Through the analysis, it is
found that the development advantages of broadband products outweigh the disadvantages,
and the opportunities outweigh the threats. M Mobile should seize the opportunity, optimize
the overall product system, marketing mechanism, channel construction, promotion mode and
other strategies to tap the market value of home broadband, improve the management
organization structure, establish home broadband network optimization system based on AI
algorithm, summarize experience, and form the "eight steps" of agent maintenance and
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M移动公司家庭宽带产品端到端营销策略优化研究
installation Using SQL modeling to improve the product risk control system and other
management measures to ensure the efficient implementation of Jiakuan product marketing
strategy, provide reliable guarantee for the development of front-line marketing, and create a
high-quality atmosphere for the development of Jiakuan products.
Key Words: Home broadband ; end to end; product management; big data analyse
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