Research On Yue Yang Unicom's Rural Marketing Strategy

With the reform and opening up,China's communications market began to take off,and China's three basic communications operators(China Mobile,China Unicom,and China Telecom)all chose the city market as their primary goal.However,with the rapid development of the city's communications market,the new market share has become increasingly unable to meet the development needs of operators.In order to further grow the company,Yue Yang Unicom needs to choose new growth bursts.In the 21 st century,the rapid economic development of rural Yue Yang,the increase in farmers' income,and the increasing need for communication services in rural areas,and the advent of the mobile Internet era has also contributed to the development of the rural economy.Since its development in 1997,Yue Yang Unicom has faced a change in business competition.The competition among the three major telecommunications operators in the basic business has become increasingly intense,and the rural market has become a must-see for the three operators,and they are beginning to compete in the rural market.Taking Yue Yang City of Hunan Province as an example,the communication market in Yue Yang City has not grown at all,and even faced a shrinkage in business volume.On the contrary,the Yue Yang rural market has been developed in recent years.Rural mobile phone coverage is insufficient and the population is relatively stable.Therefore,China Unicom Yue Yang Branch should increase the initial investment in the rural market and place new focus on the rural market.Through the use of the latest marketing techniques,such as the strategy of “remove and solidify”,the company will continue to increase the user stickiness to promote the further development of the business.With the help of the National Development and Reform Commission to build a new wave of informatized new rural areas,in the current period of mixed transformation,the use of industry informatization products will not only promote new businesses such as Yue Yang Unicom's “ten-of-five-joint defense” but also the development of educational informatization.Accompanied with the gradual integration of Yue Yang rural economy with developed areas,communication products such as basic communication services and industrial information products will realize the secondary layout of Yue Yang Unicom in the rural market.This paper mainly studies the development of Yue Yang Unicom's marketing strategy in Yue Yang rural areas.It focuses on the target population of rural Yue Yang users.At the same time,it adopts the PEST analysis method to analyze the target market,and then carries out SWOT analysis on its own environment.Out of the competitive environment,through the analysis of user portraits to understand the actual communication needs of users,this article will also use 4P analysis methods,from the four aspects of products,prices,channels,promotions,Yue Yang Unicom in the rural communications market in Yue Yang next development goals Conduct further research.