Study On The 4G Marketing Strategy Of Hebei Unicom

Up to the end of December of 2016,the total number of national telephone users reached 1.53 billion,of which the total number of mobile users 1.32 billion,4G users 770 million,the penetration rate of 4G users is 58.2%.4G market has become bigger and stronger,which was a big cake.The three operators who can seize the best market opportunities will be able to benefit a lot.This paper takes China United Network Communication Co.,Ltd.Hebei Branch((hereinafter referred to as Hebei Unicom)as the research object.Around the optimization of 4G marketing strategy of Hebei Unicom,it analyzes the uncertain market positioning,extensive marketing pattern,poor channel performance etc.in 4G business marketing and explores the reasons.It provides solutions aimed at existing problems,through macro-environment analysis,STP analysis,4P marketing strategy etc.for the existing problems.From the current situation of Hebei Unicom,this paper analyzes the existing problem,elaborates marketing environment and the development of 4G,analyzes the market environment and competition situation.It proposes 4G development strategy after market segment and target market positioning.It elaborates four dimensions of product strategy,price strategy,channel sales strategy and promotion strategy.The last part elaborates the supportguarantee system in the implementation of marketing strategy,and puts forward the requirements for network support,formulates marketing assessment incentives,thus to ensure the implementation of marketing strategies.This paper provides corresponding development strategies and measures through 4G marketing analysis of Hebei Unicom.It provides references for 4G business development of the operators.