Research On Optimization Of Marketing Strategy Of SD Branch Of China Unicom

With the rapid development of the telecommunication industry and gradually intensified competition among operators,more homogeneous product,has a strong alternative,so between the three giants competition has become increasingly intensified,China Unicom SD company need to innovate marketing strategy,in order to continue to win customers and marketsThis paper first summarizes the marketing theory,and establishes the theoretical foundation for this research.Secondly,it analyzes the marketing status of SD Unicom,including three parts: company profile,marketing strategy analysis,marketing environment analysis.Among them,the company profile includes three parts: company profile,marketing management status and internal resource analysis.Through the evaluation of marketing status,we find out the main problems.Then we use PEST and SWOT to analyze the company's marketing environment.Aiming at the existing problems in marketing strategy of SD Telecom,the marketing strategy optimization measures are made from four aspects,such as differentiated marketing,brand marketing strategy,price strategy and channel strategy.Among them,the differentiation strategy mainly includes customer classification and different marketing strategy;brand marketing mainly including brand positioning,brand building,brand marketing three aspects;pricing strategy package pricing target selection,making an appropriate price strategy;channel strategy mainly includes four aspects: optimization of its own channels,direct marketing channels,social channels,electronic channels.Finally,in order to better ensure the effectiveness of marketing strategy,this paper establishes marketing strategies from three aspects: strengthening marketing personnel training,setting up post service system,and defining channel incentive standard.