China Unicom 4G Service Marketing Strategy In Lanzhou City Based On Consumer Behavior

On December 4th, 2013, The Ministry of Industry and Information(MIIT) grants a business certificate “LTE/The Fourth Generation Digital Cellular Mobile Communication Service(TD-LTE) ” to China Mobile, China Telecom and China Unicom. On February 27 th, 2015, The Ministry of Industry and Information(MIIT) grants a business certificate “LTE/The Fourth Generation Digital Cellular Mobile Communication Service(FDD-LTE)” to China Telecom and China Unicom. From then on, the three operators completely enter into a 4G era. In 4G era, users can randomly switch to any operator network with one phone. The situation that China Mobile TD-SCDMA Terminal significantly falling behind China Unicom WCDMA Terminal in 3G era will disappear. As a consequence, it is extremely important for China Unicom in Lanzhou City to realize the complementation of 3G and 4G on the basis of 3G network advantages, positively enlarge the seamless connection between voice service and data service and achieve the advantage in network differentiation experience compared with China Mobile.This thesis conducts a comparison in 4G service condition of three operators in Lanzhou market and finds existing issues and deficiency of China Unicom marketing strategy based on a further analysis on 4G service advantage, disadvantage, opportunity and challenge in Lanzhou City. Subsequently, targeting at China Unicom users in Lanzhou City, it makes a survey on user consumption behavior to analyze consumer consumption characteristics. Ultimately, China Unicom marketing strategy and implementation suggestions shall be put forward from four aspects including product, price, channel and marketing. Specifically speaking, this thesis is organized as follows: Chapter One Introduction presents research background, research meaning and research approaches. Chapter Tow points out relevant theory associated with marketing and consumer behaviors. Chapter Three delineates the development situation of mobile communication market and three operators in Lanzhou, placing emphasis on the analysis of China Unicom advantages, disadvantages, opportunities and challenges. By reference to relevant theories and 4G service characteristics, Chapter Four designs a questionnaire targeted at China Unicom users in Lanzhou. Based on investigation data, this section analyzes the influence factors of user consumption characteristics and consumption habits from four aspects including product, price,channel and marketing. On the basis of above-mentioned analysis consequences in each chapter,Chapter Five puts forward China Unicom 4G service marketing strategies which are composed of product strategy, price strategy, channel strategy and marketing strategy and finally points outsupporting measures of strategy implementation.