Research On The Marketing Strategy Of Nanjing Unicom's Government And Enterprise Customers

With the progress of the times and the rapid development of economy and society,people's demand for high-quality communication services is increasing.China's telecommunications industry has entered a high-speed development stage.In particular,in recent years,with the cordial concern of the government and the unremitting efforts of scientific research personnel,the telecommunications industry has produced a dramatic change over a few years ago.In recent years,the telecom industry has experienced the change of speed reduction,full real name system and so on,and the market competition is becoming more and more intense.Due to the change of customer demand,to rely on the original low tariff to win customers the price war mode has been unable to meet the market demand situation between the telecom operators,but from the tariff,service,product and customer service system maintenance and other aspects of comprehensive competition,from simple mining customers to pay more attention to customer perception and experience,the also urges the telecom operators will accelerate the pace of transformation.After the formation of the new competition pattern in telecom industry,as a major source of telecom operators' income and profits,the government and business customers have become the battleground of telecom operators.The original Nanjing Unicom Group customer marketing strategy,obviously can not adapt to the new situation of the current business integration environment,must be improved,in order to deal with new opportunities and challenges,so as to promote the healthy,rapid and sustainable development of the company.Therefore,should take what kind of marketing strategy,in order to give full play to the overall advantages of the company,enterprise customer marketing is not conducive to overcome the drawbacks of the original system,so as to continuously consolidate and expand the group customer market,in an invincible position in the competition,has become the Nanjing Unicom company urgent need to solve the issue.This paper takes Nanjing Unicom Company as the research object,combined with the new idea of "new era,a new journey,the actual situation in the background of China Unicom and mix change,the combination of theory and practice,the integrated use of 4Rs theory,SWOT analysis and strategy of Nanjing Unicom enterprise customer marketing strategy are analyzed systematically.First,the related marketing theory,the theory of key account marketing and the experts and scholars at home and abroad about the marketing strategy of government enterprises and customers are expounded,summarized and summarized.Secondly,it analyzes the current situation of Nanjing Unicom's government enterprise customer marketing,finds out the problems existing in the marketing of government and enterprises,and then summarizes the advantages and disadvantages of Nanjing Unicom,and the opportunities and challenges faced by SWOT through analysis.Then,it analyzes the influence of mixed reform and transformation on the marketing of the government and enterprise customers of China Unicom.Finally,according to the above comprehensive analysis and the actual situation of Nanjing Unicom,we use 4Rs theory flexibly to formulate Nanjing Unicom's marketing strategy and corresponding safeguard measures,such as government enterprise,customer relationship marketing and quick response.From the strategic height,with the eyes of development,research in the current telecom business integration enterprise customer marketing strategy under the environment of Nanjing Unicom should take,with faster,better and more flexible and responsive to changing enterprise customer market,to improve the core competitiveness of Nanjing Unicom enterprise customer marketing,to keep it in the local telecommunications industry in the dominant position,to further enhance the company's enterprise customer market share,has important theoretical and practical significance.