Research On Optimization Of Marketing Strategy Of Changsha Unicom Smart Home Integrated Business

In recent years,the telecommunications industry market competition is very fierce.Each communication company wants to pass integrated network advantage,transform into integrated network service provider.To provide users with a package of "integrated services" to solve the communication needs of users,so as to reshape the market structure of operators and influence and change the domestic informatization process by changing users’ consumption habits.As the integration business can not only enhance the broadband competitiveness and user stickiness,reduce the loss of mobile phone users,but also can improve the IDC occupancy rate,reduce cross-network traffic and inter-network settlement fees,expand the family business has become the focus of the major operators.Based on this backg round,how to do a good job in business management around the integration business is an important part of the operators’ business operations.In this paper,Changsha Unicom smart home fusion business marketing strategy is studied,trying to provide refere nce for the provincial and domestic other municipal telecom operators family business management.This paper takes Changsha Unicom as the research object,adopts the method of combining theory with practice,and comprehensively applies theory,Marketing mix strategy and other theoretical knowledge and analysis of Changsha Unicom integrated business marketing strategy was systematically analyzed and studied.Firstly,this paper expounds,summarizes and summarizes the relevant marketing theories,the development process of integrated business and the research on integrated business marketing strategies by domestic and foreign experts and scholars.Secondly,the paper analyzes the current situation of integrated property marketing of Changsha Unicom company,finds out the existing problems in integrated business marketing,and then summarizes the macro and micro marketing environment through analysis.Then,formulate integrated business marketing strategy of Changsha Unicom smart home,carry out STP marketing strategy from market segmentation,target market and market positioning,and develop integrated business product strategy,price strategy,channel strategy and promotion strategy.Finally,the implementation guarantee of marketing strategy is improved from the aspects of establishing competition platform,improving channel management personnel assessment mechanism,strengthening the supporting force of installation and maintenance,strengthening the quality and efficiency control of the company,enhancing the quality of project network through coordination,and strengthening the all-round training of service personnel.The research on optimization of integrated business marketing strategy of Changsha Unicom in this paper is helpful for Changsha Unicom to adopt scientific integrated business marketing strategy in the current fierce market competition and face the continuously changing market faster,better and more sensitively.It plays an important theoretical and practical role in improving the level of integra ted business marketing competition and the proportion of integrated business in the market of unicom in other regions.