The Study On 4G Marketing Channel Operation Strategy For A Branch Of China Unicom

With the increasingly fierce market competition and the development of social information,the communication industry must pay attention to the marketing channel system construction and allocate the resources effectively so as to be in an advantageous position in the competition.4G business is the main business for China Unicom,and how to further enhance the 4G marketing channel operation is the most important work of the company.This thesis makes a systematic study on 4G marketing channel operation of A Branch of China Unicom in the framework of Marketing Theory and Channel Management Theory.First of all,with the method of field survey,data analysis,questionnaire and SWOT analysis,this thesis makes a detailed study on the market competition environment for 4G business of A Branch of China Unicom and the existing problems of the company’s 4G marketing channel operation.It is found that the company is facing fierce competition in the development of 4G business,and there are several problems in its channel operation which mainly include the following aspects:the channel structure is not clear,the channel management is too extensive,and the channel support is not in place,etc.Then,based on the Marketing Theory and Channel Management Theory,this thesis explored the above problems and proposed the corresponding channel operation strategies,including optimizing the channel structure,establishing the channel management grid,and refining the channel support,etc.It is expected that the implementation of these strategies can improve the current situation of 4G marketing channel operation for A Branch of China Unicom,promote its channel control force,and reduce the conflict and risk of its channel.This research has great significance.On the one hand,formulating the marketing channel operation strategies can effectively enhance 4G business operation ability for A Branch of China Unicom,so as to enable the company to obtain breakthrough in its achievements in the 4G era and stay in an advantageous position in the competition.On the other hand,the effective strategies proposed in this research can provide useful references for the company’s other businesses,so as to promote the comprehensive development of A Branch of China Unicom and make it better adapt to the development of the new situation.