Research On Precision Marketing Strategy Of Putian Unicom Company In 4G Era

I In December 2013,the Ministry of industry and information technology officially issued fourth generation TD-LTE mobile communications license to China Unicom,China Mobile and China Telecom,indicating that China has formally entered the era of 4G.Every major technological innovation in the mobile communication industry will lead to the reshuffle of the industry competition pattern.As one of the largest mobile communication operator in China,China Unicom is far behind the mobile and telecommunications in the 4G era,both in total volume of business and revenue growth.In 2017,China Unicom took the lead in carrying out the reform of the mixed ownership system and transmitted positive signals to the market,and a series of Internet packages that followed have captured a large number of users.But generally speaking,China Unicom has the smallest user base and the weakest competitiveness in the three mobile communication operators,need to carry out a comprehensive reform.This paper takes the theory of precision marketing as the core,starting with the oligopoly competition theory of microeconomics,mainly using case study and contrast analysis method,taking Putian Unicom company as an example,to study the measures and achievements in the precision marketing strategy of China Unicom in 4G business era,and compare and analyze the main difference of Putian Unicom company in marketing strategy with China Mobile and China Telecom.The results show that there is no significant difference between Putian Unicom company and telecom and mobile in service content and tariff.The main reason for Unicom's lag behind the market competition is that the managers lack the concept of precise marketing,lack of users' psychology and behavior and analysis,the market sensitivity is weak,and the precise marketing channels lack innovation.The failure of the precision marketing strategy leads to the Unicom Company in 4G The decline of the generation of business.In the end,according to the internal and external competitive environment facing China Unicom,this paper thinks that Putian Unicom company should improve its precision marketing strategy from the perspective of market segmentation,optimization of market positioning,providing differential products,optimizing marketing channels and countering competitors,so as to achieve the recovery of enterprise performance.