Research On Marketing Strategy Of TZ Unicom Group 's Customer In Business Integration Environment

With the rapid development of economy, the industry of telecom in our country is entering a new developing stage. Especially in recent years, the third reunion in large scale, the releasing of3G and4G licenses, and the further development of convergence of three networks, together with the appearance of virtual network operator, and the all-round development of telecom lead to the increasingly fierce competition in the business. The new polices, changing market and service environment, new technologies and businesses, along with the personal and multiple demands of the clients result in the original competitive form of prices replaced by the applicative form of the business, which is turning from simply digging clients to caring for clients’feelings and experiences, and the telecom operators are speeding their pace of swifting.After the new competitive form of telecom appears, the group clients who are the source of telecom operators’incomes and profits, become the centre that the operators compete for. Obviously, the marketing strategies towards the group clients of TZ Unicom can’t adapt to the present new situation, and it’s necessary for them to make some changes so that they can deal with the new chances and challenges to promote the healthy, fast and constant development of the company. Therefore, what strategies to take to bring the superiority as a whole, to avoid the disadvantages of group clients strategies, and to consolidate and develop the market so that they can’t be defeated in the competition is a research topic that they are eager to face.This essay focuses on TZ Unicom, combining theories and cases, comprehensively applying4Rs theory, combined marketing strategies and SWOT analytical method to analyze and research the marketing strategies of TZ Unicom.Firstly, it states about the relative marketing theories, key clients marketing theories and the research of the experts and scholars home and abroad in the present situation of group clients marketing. Then it analyzes the present situation of TZ Unicorn’s marketing, and points out its existing problems in group clients marketing. After that, through SWOT, it finds out the interior advantages and disadvantages and outer chances and challenges it is facing. Then it analyzes the effects of service integration on TZ Unicorn’s group clients’marketing. Finally, based on the comprehensive analysis and the reality of TZ Unicom, it, flexibly applying4Rs theory, makes the marketing strategies and relative protecting measures. The whole essay does research on the group clients marketing strategies the company should take in the present service integration from the aspect of strategy with a developing view to face the constantly changing market faster, better and more flexibly, which is most important in theory and reality, to raise TZ Unicorn’s competitive capacity to keep the priority over the local telecom industry.