Research On Marketing Strategy Of Group Client Innovation Business Of Shandong Unicom Co.,Ltd.

At present,the value center of the global information and communication industry has been transferred to information services from communication services and international benchmarking operators have to develop innovative business as an important component of the strategic vision,in some areas of business set up special bearing departments,and began to certain users and revenues.China Unicom has implemented the focus strategy since 2015,who hopes that by the efforts over the next three to five years,significant progress can be made in enterprise strategic transformation,basis for business development,the key breakthrough of innovation business,systems and mechanisms to be more perfect,innovation ability,international competitiveness and value creation ability will be promoted comprehensively.Especially in the business development to achieve scale,form the Internet of things,cloud computing/IDC,industrial grade 3 billions Internet business,form efficient management mechanism innovation.Currently,the innovative business in Shandong Unicom is an important part of customer services.Taking Shandong Unicom as an example,this paper studies the strategies of operators to carry out innovative business.Firstly,this essay analyzed the current situation of customers' innovative service of Shandong Unicom from the aspects of group clients business classification,innovative business product system and marketing ability.And then,it demonstrated the internal and external environment of Shandong Unicom fully via PEST analysis,Potter's five forces model,and summed up the opportunities and challenges faced by Shandong Unicom,its own advantages and disadvantages,the strategic choice of Shandong Unicom through the SWOT model.Finally,based on the above analysis,the overall optimization strategy of innovative business was put forward from the market segmentation,products,prices,channels,promotions.And the measure of safeguards include institutional settings,marketing organizations,service support and other aspects.The research production of this article was not only a bold attempt in the field of research on innovative business marketing theory in telecom industry,but also guided the practice of Shandong Unicom's innovative business.