Research On 5G Marketing Strategy For Government And Enterprise Customers Of Gansu Unicom

China actively promotes 5G research and industrial development,and clarifies 5G commercial goals for 2020.With the increasing maturity of 5G communication technology,the rapid development of mobile communications and the Internet such as cloud computing,big data,the Internet of Things,and 5G has driven the development of the digital economy.Operators have also ushered in an unprecedented golden period of development,and the diversified demand of government and enterprise customers has increased rapidly,which has become the blueprint for the next business development of telecom operators.In addition,operators must break the shackles of traditional mechanism and system,stimulate internal innovation vitality,promote the implementation of Internet-based operation,and cultivate new engines for future revenue growth.Since its establishment in 1999,the market share and revenue share of Gansu Unicom have been at a disadvantage in the industry in the region.Although Gansu Unicom is benefiting from the group’s mixed reform strategy and its public business market share has increased at a rate of about 2%,traditional businesses such as dual-line and mobile in the government and enterprise customer market have experienced a serious decline due to the rapid growth of mobile Internet.The share of innovative business such as cloud,big data,the Internet of Things,smart mobile services and 5G has gradually increased.The company’s main revenue,business types and the number of existing customers have undergone structural changes.How to make full use of 5G business marketing in the government and enterprise customer market to maintain the growth rate,quickly promote the main business revenue,and effectively deal with competition from business competitors has become an urgent issue for Gansu Unicom to promote strategic transformation and development.Based on the above research background,Gansu Unicom as the research object to explore the marketing strategy of Gansu Unicom’s government and enterprise customers.First of all,PEST analysis,five force model and other analysis tools are adopted in this paper to analyze the 5G business marketing of Gansu Unicom’s government and enterprise customers from the aspects of macro environment,industry environment and internal environment,and the existing problems in the current development.The SWOT analysis framework is used to study and judge the advantages,disadvantages,opportunities and threats faced by the 5G business marketing of Gansu Unicom’s government and enterprise customers.Secondly,according to STP marketing theory,the customer market of domestic enterprises in Gansu province is subdivided,and the target market and market positioning are defined.Thirdly,combined with the actual situation of Gansu Unicom,the 7Ps marketing mix theory is used to formulate operable 5G business marketing strategy for government and enterprise customers,including product strategy,price strategy,channel strategy,promotion strategy,personnel management strategy,process strategy and tangible display strategy.Finally,in order to ensure the implementation of the marketing strategy,the safeguard measures are made from the aspects of organization,product operation,incentive system,human resources and risk management.The conclusion of this paper can guide the 5G marketing of Gansu Unicom’s government and enterprise customers,and promote the 5G business marketing of government and enterprise to develop in the direction of high quality.