Study On Marketing Strategy Of 4G Business In Changsha Branch Of China Unicom

Following the gradual improvement of the modern communication technology and standards, as well as the further development and perfect of the terminal and software applications, the Ministry of Industry and Information Technology (MIIT) issued the TD-LTE communication business licence to China Mobile, China Telecom, China Unicom three communications companies on the afternoon of December 4, 2013. This means the mobile communication industry in our country has formally entered the era of 4G. By the end of December 2014, the number of domestic 4G users has reached 97.28 million, and that of China Mobile was 90.06 million, with a market share of 92%. However,4G users of China Unicom and China Telecom totaled 7 million, holding 8% matket share. Such disparities in the competitive landscape appearing on the 4G market, three carriers competed to study the 4G business marketing strategies aiming at the current sitiuation of their own marketing.Changsha Unicom company regarding 4G business as the main business, on the basis of 3G business, it creates a new business model and enhances market competitiveness to achieve development. In 2014, in the case where China unicom whole business income declinced,4G total customers of Changsha Unicom ranked first in all unicom companies of Hunan Province, but compared with Changsha Mobile,4G business of Changsha Mobile has a leading position. In the fierce market competition environment, how to bridge the gap between Changsha Unicom and Changsha Mobile, and studying the marketing strategy of Changsha Unicom 4G business is crucial.Selecting 4G business of Changsha Unicom company as the research object, this paper applied theoretical knowledge of management, marketing and other subjects to analyze the main problems of 4G business marketing activities of Changsha Unicom and reasons through the analysis of its 4G marketing environment and marketing current situation. Combining with the development goal of Changsha Unicom company's 4G business, this paper emploied the STP strategy to carry out its market segmentation, target market choosing and positioning. With 4P theory, the design of 4G business marketing strategies of Changsha Unicom is improved. Finally, from such aspects as organization, the marketing team, the enterprise culture system and service quality management, this paper put forward guarantee measures to ensure the implementation of the marketing combination strategy.