The Research On4G Marketing Channel Construction Strategy For Changchun Branch Of China Unicom

China Ministry of Industry and Information Technology issued to ChinaMobile, China Telecom and China Unicom separately "LTE/Fourth-generation digitalcellular mobile communications services (TD-LTE)" license, which is so-called “4th-generation license”. From then on, Chinese mobile communication industry officiallyentered the4G era, which also means that three operators can achieve4G formalcommercial businesses. April2014, Changchun Branch of China Unicom officiallyannounced the commercial launch of4G. Changchun people’s " high speed mobileInternet” age is coming–the original "sound management" business would be tookover by "traffic management" for Changchun Branch of China Unicom.With the advance of4G business, competitors have begun their expansion ofmarketing channels in Changchun City, which is an increasing threat to the existingmarketing channels in Changchun Branch of China Unicom. Whether the once thesuccessful enterprise will continue to play its own advantages, overcomeshortcomings, embark on a marketing channel that suits its business development.This Paper begins with applying theory and practical method to China UnicomChangchun Company in4G communications era of marketing channel construction,and analyzed marketing channel construction for Changchun branch of China Unicomfrom3G businesses to current4G business development and contribution to society.It also researched on the environment and problem for Changchun Unicom in4G newbackground and proposed corresponding strategies on the basis of STP managementtheory, and especially discussed on the construction and guarantees for thecommunity channel of Changchun Branch of China Unicom in the era of4Gbusinesses.Marketing strategy can be analyzed deeply through this research and analysisof the topic, combined with Unicom’s existing channels in Changchun. Improvedmeasures are going to be put up with for the problems and weaknesses in the existing channel marketing operations. In addition, China Unicom’s successful experience in3G operations will be concluded and applied to of channel construction in4G era,how to pull on the existing competitors in the marketing channel of communicationsin Changchun will also be discussed.