The Research Of Strategy Of Mobile Phone Terminal Operation Of China Unicom Jiangsu Branch

As a part of the marketing of the operators,mobile terminal plays a more and more important role.How to seize the critical period of development,the use of the mobile phone marketing tool,expand enterprise market share,increase profits,good marketing,will promote the rapid development of communication industry,give full play to the leading role of change and traditional marketing communication,promote the upgrading of industrial structure.China Unicom Jiangsu branch as China Unicom Group in the south of the important branch,through the communications industry in 2008 after the reorganization,the 3G era occupy the leading position in the market in Jiangsu,to achieve the "three world" pattern,and formed a set of the main characteristics of the market operation mode in terminal operations.But with the coming of the era of 4G,the impact of various policies and the saturation of the regional market,the user growth and revenue growth have declined.The compression of marketing cost affects the development of market share expansion and business performance improvement.The Jiangsu branch of China Unicom must change the current marketing mode in mobile terminal marketing and accelerate the transformation in order to adapt to the new competitive environment.Based on the marketing theory,this paper makes an in-depth analysis of the external environment and internal characteristics of the enterprise by using the PEST analysis and SWOT analysis.And take this as the background,combined with the history and development of mobile phone terminal market operation theory,put forward the brand,product,channel,promotion and users of the five kinds of strategies,aimed at the implementation of the new marketing strategy,promote the Chinese Unicom Jiangsu branch in stride and enhance the future of mobile phone terminal in the market.