Chuzhou Unicom 4G Business Marketing Strategy Research

As December 2,2013 China mobile, China Telecom and China Unicom obtained the TD-LTE standard commercial 4G licenses and June 27,2014, China Telecom and China Unicom obtained FDD-LTE standard commercial 4G licenses, China’s communications market came really into the 4G competition era.4G is a emerging industry which data dominates and voice is complementary, bearing the national economy basic industry in the transformation of "Internet+". Facing the advantage that China Mobile TDD system 4G development is quicker step than China Unicom FDD system 4G and the advantage of China Telecom fixed broadband binding with 4G, how can China Unicom play its own advantage of 4G and take 4G business market, be a leader of China mobile broadband, and realize China broadband networks and information.According to the practical background of the above mentioned, this paper takes China United Network Communications Co., LTD. Of Chuzhou branch (hereinafter referred to as the "Chuzhou Unicom") 4G business marketing strategy as the research object, in reviewing marketing service theory and correlation analysis methods, on the basis of using the "PEST analysis" and other methods to analyze the macro environment, micro environment and the main competitors on the market; Using "SWOT analysis" to determine the market opportunities and the threats which the enterprise is facing, and its advantages and disadvantages; Combined with the status quo of Chuzhou Unicom 4G business marketing strategy and problem analysis, using "7Ps" service marketing combination strategy, from the aspects of product, price, channel, promotion, personnel, tangible demonstration, service process, put forward the corresponding marketing strategy suggestions including establish customer demand oriented diversified product development strategy, market segmentation to develop compound differential pricing strategy, the channel quality improvement strategy, increase the promotion investment strategy, strengthen service personnel training, unify tangible demonstration, build the online integrative service process; Finally suggests to provide safeguards for the implementation of the enterprise’s 4G business market marketing combination strategy with the measures of perfecting 4G network coverage, speeding strategy adjustment and strengthening the 4G sales team building.Research of this paper is based on the actual situation of enterprises, combined with my actual work, using the correlation analysis methods, actually analyzed the internal and external marketing environments as well as the 4G business marketing present situation and problems for the enterprise’s 4G market, clear company advantage, identify company weaknesses, grasp the market opportunities, pay attention to the threats on the market, finally from the point of view of "7Ps" service marketing thinking put forward the marketing strategy proposal and safeguard measures with high feasibility, maneuverability and pertinence. This paper and the research hopes can have a role in promoting for Chuzhou Unicom 4G business marketing, and increasing 4G business market share and reversing the current 4G business market adverse situation, at the same time also hopes to be able to give China Unicom Group Company and the other 4G business communications enterprises marketing a certain help.