Study On The4G Marketing Strategy Of Shenyang Unicom Branch

The Ministry of Industry and Information Technology,on December4th,2013, officially issued4G licenses to the China Mobile, China Telecom and China Unicom and the three major domestic operators have the TD-LTE license. This means that after nearly five years of the3G commercial operation, the three major domestic telecom operators finally provide the4G service to market. Therefore the operators is accelerating the4Gdeployment. After4G licenses was issued, three operators stand on the same starting line and the4G market is becoming a bigger cake. Who could grasp the best opportunity in the market competition, it can benefit from them.This thesis selects the Shenyang branch company, China Unicom (hereinafter referred to as the "Shenyang Unicom") as the research target, focuses on the marketing strategy of Shenyang Unicom4G business and analyzes the4G marketing issues, such as unitary variety of products and sales problems, to discover the reasons. Through the macro environment analysis, Potter’s five forces model, STP analysis and other methods, questions existed, I am willing to propose the corresponding solution. The thesis consists of seven parts, from the current management situation of Shenyang Unicom, analyzes the existing problems of Shenyang Unicom, presents the marketing environment and the4G development situation of Shenyang Unicom, analyzes the market environment and the competition situation, segments the market and positions the market. It also proposes the4G development strategy of Shenyang Unicom and describes from the four dimensions of target marketing, product strategy, price strategy and sales channel strategy. In the last part, the thesis discusses the marketing strategy implementation, provides the requirements to the network, and formulates the marketing and sales assessment and incentive measures, so as to ensure the implementation of marketing strategy. Through systematic analysis on Shenyang Unicorn’s4G marketing, this thesis obtains the strategies and measures. The research results will be applied to the practical production and assure enterprises to achieve successful development goals of4G.