Research On 4G Marketing Strategy Of Harbin Branch Of China Unicom

With the rapid development of China telecom,it is becoming more and more important in social life.According to the adjustment of national policy,the telecommunication industry of our country had changed from the original monopoly model to the competition model.With this model,the competitive relationship between China Unicom,China Mobile and China Telecom has becoming increasingly fierce.4G technology refers to the fourth generation mobile communication technology,which is a continuation of the 3G business,in terms of data transmission,4G technology has the ability to be faster than the 3G technology.In December 4,2013,Chinese ministry officially to the China Telecom in three industry giants: Chinese Unicom,China Mobile and China Telecom issued TD-LTE 4G communications business license,which marks the telecommunication industry has formally entered the 4G era.In this paper,Harbin branch of China Unicom was researched as the object,a variety of theories and methods of comprehensive was used on the 4G marketing strategy,includeing: PEST analysis,SWOT analysis,Potter competition model analysis etc.This paper is divided into five parts.First of all,the Harbin Unicom 4G marketing present situation and the existing problems were analyzed.Secondly,PEST analysis model and Potter competition model and SWOT analysis model were adopted to analyzed the Harbin Unicom 4G business marketing environment,including macro environment,industry environment,4G business marketing of Harbin Unicom internal environment.Then,based on the analysis results of Harbin Unicom 4G,the business marketing strategy was formulated,including target market,market positioning,product strategy,price strategy,service strategy and promotion strategy.Finally,according to the marketing strategy of Harbin Unicom 4G business,the marketing strategy of the implementation of the security package was put forward,including: 4G coverage,network,financial support,optimize management,expand new channels,improve performance appraisal six aspects.Through the analysis of the 4G marketing strategy of Harbin Unicom,the corresponding marketing strategies and results were obtained,which provided a reference for the further development of Harbin branch of China Unicom.