The Research On The Improvement Of Marketing Strategy Of Hunan Unicom's Large Customers

At present,China is in a critical period of reform.Many industries shoulder the heavy responsibility of structural transformation,and enterprises are facing the dilemma of industrial upgrading.At the same time,the Chinese economy will continue to develop in the medium to high speed for a long time,and the overcapacity of enterprises will become increasingly prominent.In addition,with the deepening of economic globalization and financial integration,many foreign companies have entered the Chinese market one after another,exacerbating the degree of competition among Chinese companies,to resolve the problems of survival and development of Chinese enterprises,One of the important ways to improve corporate marketing capabilities.Compared with ordinary customers,large customers can not only bring more lucrative benefits to the company,but also help companies pass on positive signals such as high-quality products and high-quality services through their own social influence.It can be seen that research on marketing strategies of large customers has extremely important practical significance.Based on this,this paper first defines the related concepts of large customers based on the review of existing literature and theories,and reviews the existing literatures and related theories.Second,the SWOT model is used to analyze the marketing environment of Hunan Unicom's large customers,Using a variety of data to introduce the marketing situation of large customers in Hunan,and pointed out the problems existing in Hunan Unicom's large customers' marketing.Then,based on the existing deficiencies,it put forward the improvement plan of Hunan Unicom's large customers' marketing strategies,and introduce the safeguard measures for it.Finally,the results of the research are summarized,while the existing research deficiencies and future research directions are pointed out.Through research,this article has obtained the following valuable research conclusions:(1)In the fierce market competition environment,large customers have very important significance for the company's continuous performance growth and steady development,and even directly affect the overall competitiveness of the company.Therefore,the marketing strategy research for large customers has very important practical value;(2)There are still some problems in the marketing strategy of Hunan Unicom's large customers,including the imperfect marketing system of large customers,lack of marketing ability of large customers,lack of large customers' featured products and the channels and service systems are not perfect;(3)Hunan Unicom's major customer marketing strategy needs to build a professional marketing system,strengthen collaborative marketing,launch feature products,implement differentiated marketing,improve customer channel and service system,and strengthen large customer information management and other aspects to improve.