Research On Marketing Strategies Of Mobile Communication Service Of Dingxi Unicom

In recent years,mobile communications and the Internet have been developing rapidly all over the world,changing the social economy and our life rapidly.Five years after the issuance of 3G Telecom license in China,in December 2013,the Ministry of industry and information technology issued 4G TD-LTE license plates to three telecom operators,China Mobile,China Telecom and China Unicom.In February 2015,the Ministry of industry and information technology also issued 4G FDD-LTE license plates to China Telecom and China Unicom.As the fourth generation mobile communication technology,4G has the characteristics of fast Internet access,short delay and more preferential flow price.In the 3G era,China Unicom gained a good market reputation and market advantage with the help of the mature technology and business advantages of WCDMA network,and accumulated a large number of high quality customers;into the era of 4G,when there is no unique advantage for China Unicom in aspects of obtaining the plate and types of network,it is particularly important to accurately segment and position the market,adopting an innovative and effective marketing strategy to keep the market competitive.As the 4G FDD-LTE network operator of Dingxi city of Gansu Province,Dingxi Unicom also lost the competitive advantage of the 3G era.It started late in the aspects of network construction,product development and business promotion.Facing the offensive competitors in two industries of Dingxi mobile and Dingxi Telecom,the market competition strategy of Dingxi Unicom is conservative with market positioning unclear,two years' 4G business operation falling into the adverse situation of declining income and continued decline in market share.It is urgent to adjust the strategy of innovation marketing,speed up the pace of development,and quickly get out of the dilemma.This paper takes Dingxi Unicom Company as the research object,starting from the development of the mobile communication industry,it investigates the consumer's demands and habits of the mobile communication in Dingxi area of Gansu,as well as the current marketing status and marketing strategy of Dingxi Unicom.It also analyzes the mobile communication service of Dingxi Unicom,the internal and external development environment,competitive advantages and disadvantages,opportunities and threats,and the accurate positioning of the market challenger,formulating the marketing strategy which Dingxi Unicom should adopt in the current situation.This paper points out that the 4G business and mobile Internet have gradually spread out and accelerated the social life of the public.Based on the underdevelopment of Dingxi's economy,the low popularity of mobile phone,and the competition of competitors through high subsidies to the substantive channels,Dingxi Unicom must first change the original follower to locate the role of the market challenger;at the same time,Dingxi Unicom has to combine the development plan and target of the company in recent years,change the traditional marketing strategy based on the 4Ps theory,pay more attention to the customer's needs and feelings,establish and maintain a good communication and stable relationship with the customer,and make sure that it is in line with the current development of the company.The innovative combined marketing strategy of 4 4Ps-4Rs-4Cs structures,which is effective in phase and internal and external environment,avoids the cost war and price war which has been sustained but inefficient or even invalid by the competitors for many years.It obtains customer recognition and increases customer satisfaction,thus realizing the rapid and scale growth of customers and reversing the current unfavorable market.In order to ensure the implementation of the marketing strategy,this paper also made more detailed safeguard measures on the organization,human resources,cost,IT system,incentive system and so on.