Study On The Marketing Strategy Of China Unicom Yongzhou Branch In Rural Markets

In recent years, with the rapid development of the domestic economy, the ruraleconomy and farmers' income level of Yongzhou have been greatly improved. Thepotential of rural communication market which has great opportunities as a BlueOcean market and the long tail market is gradually apparent. At the same time, as theincreased competition in the city communications market, all operators focus on therural market and regard the rural market as a strategic location for future development.As a result, the research about the rural market development and marketing strategy ofthe China Unicom Yongzhou Branch has important theoretical and practicalsignificance.The research about the marketing strategy of Unicom Yongzhou Branch in ruralcommunications market uses some basic theoretical knowledge related to marketingand corporate strategy including the business model, profit model,6P analysis, SWOTanalysis and so on, and proposes a Long Tail in the rural communications market.According to the thinking and flow about the whole rural market environmentalanalysis, SWOT comprehensive analysis, development business model analysis,development profit model analysis,6P strategy and marketing implementation planformulation of China Unicom Yongzhou Branch, firstly, this paper analyses the ruralmarket marketing development of China Unicom Yongzhou Branch, the rural marketgeneral situation, the internal and external environment, the situation of the mainrivals and SWOT comprehensive analysis of Unicom Yongzhou Branch's rural marketmarketing. Then the choices of China Unicom Yongzhou Branch's rural marketmarketing strategy were discussed in detail, and the business model, profit model, and6P strategies of China Unicom Yongzhou branch were analyzed in the choices ofmarketing strategy. Finally, the paper proposes related countermeasures about theimplementation of China Unicom Yongzhou Branch's rural market marketing strategyprograms.The paper also proposes specific measures about China Unicom YongzhouBranch's rural market marketing strategy. Firstly, region management, rankingmanagement and Embedded Management should be combined for channelmanagement, which can avoid channel conflict and rivals to replication., and the jointdevelopment of "Sky network, ground network" may truly realize the saying as "The channel results in the market". Secondly, the integration of resources should bepromoted, such as the proposed coalition, and finance, postal and agriculture, forestry,meteorology and other agriculture-related units combining government departmentsshould form win-win cooperation. Once again, this paper emphasized the key toaccelerate business innovation strategies is to lead farmers to become rich. Finally,optimizing the structure of charges was elaborated, such as reducing barriers to entry,promoting to stimulate consumption, increasing the obstacles to quit network andinformation products sold in the lowcost and other related measures.