Research On Marketing Strategy For 4G Of Hunan Unicom

Chinese Ministry handed out TD-LTE licenses for fourth-generation mobile service to three domestic major telecommunication operators on December 4, 2013, which marked China entered 4G era. The competition among China mobile, China Unicom and China Telecom is increasingly fierce. Hunan Unicom is important branch of China Unicom. Scientific and rational competitive strategy for 4G development will help Hunan Unicom enhance its market competitiveness and form a sustainable priority as well. Firstly, the paper illustrates the current development of 4G in domestic and international market. Also,the thesis gives a detailed analysis of 4G management environment in Hunan Unicom, including external environment analysis which involves macro environment examination and industry environment observation and internal environment analysis which covers resources analysis and SWOT analysis. Based on the above studies and 4G development strategy of China Unicom, the competitive strategy for 4G in Hunan Unicom is worked out, which focuses on 4G development target and 4G competitive strategies of Hunan Unicom. And 4G competitive strategies include 4G product strategy, 4G price strategy, 4G channel strategy and marketing strategy. Last but not least, some supporting measures are put forward to achieve the development target and ensure the smooth implementation of competitive strategies for 4G in Hunan Unicom.