The Marketing Strategy Research On 4G Flow Operation In SJ Unicom

In 2013,the Ministry of industry and information technology of China allowed the three major communication operators(China Mobile,China Unicom,China Telecom)issueing 4G licenses.After many years of 3G communication technology we go into the age of 4G.In times of 3G,the competition between the three major communication operators is very intense.Because of the shortcomings in 3G technology,China Mobile once had a great advantage in the market developed far behind other competitors.China Unicom with WCDMA to achieve a doubling number of users.In the era of 4G,the three communication operators stand on the same starting line again.One side,the customers' demand for data showing growth spurt,brought huge profits in flow.The others side,the rapid development of mobile Internet Co brought huge opportunity and threat to the company.Faced the increasingly fierce market competition,whether China Unicom can seize the opportunity to promote the company's 4G data to improve the income of the entire company,related the development of the company under the new situation.This paper takes the SJ province China Unicom Branch(referred to as ‘SJ Unicom'),which is a branch of China Unicom,as the objet of the research.Focus on the theme of the marketing strategy of 4G flow business of SJ Unicom,through the macro and micro environment analysis,get the problems existing in the flow of business marketing,and discuss the reasons,make the development of the company's 4G marketing strategy.Based on the finding problems,analysis and solving problems,firstly this paper elaborates the background and significance of the research.Classify research results of 4G flow business,deduce the contents and methods of the research and reviews the theory of marketing strategy,lay a solid theoretical foundation for this study.Secondly,combining the theory of marketing environment,analysis the macro environment,micro environment SJ Unicom faced in the development of 4G.In the macro environment,it includes political environment,economic environment,social environment and technical environment Micro environment include the industry environment SJ Unicom currently located and the operating conditions.Through the analysis of the company's 4G management advantages and disadvantages,opportunities and threats,we clear the strategy for the development of SJ Unicom flow business marketing enterprises are relying on brand,channel,terminal and system advantages,insisting on differentiated development strategy.Finally,determine the ideas and objectives of marketing development of the company's overall flow combined with the actual choice of the flow business marketing strategy of the company,points out that in the era of 4G we should strengthen the consciousness of customer service,enhance the ability of innovation,useing of big data and the Internet of things technology to drive the flow of new growth.Put forward the SJ Unicom flow products marketing strategy,promote the company's overall profit to rise and flow busniess revenue growth,provide a reference for the company's healthy and stable development.