Research On Marketing Strategy Of China Unicom Telecommunications Corporation,Shenyang Branch

With the reform of the mechanism of the telecommunications industry in recent years,although the telecommunications industry revenue growth trend,it's growth lagging behind GDP.because of the existence of Dr.Peng's broadband,BAT business and virtual operators,the challenge of three operators has become bigger and bigger.China's communications industry China Unicom,China Mobile and China Telecom,the three major situation is gradually being broken.In the economic environment of Shenyang,Shenyang Unicom(China Unicom Telecommunications Corporation,Shenyang Branch)'s integrated level is in the middle of the position of the three operators,and the market share is constantly being pursued,the stock users continue to drain,the new user market share increases slowly,income stalled,lack of profits.There are many problems with the existing marketing strategy,such as the user is not accurate enough to maintain,low social channel efficiency and so on.Facing the fierce competitive environment and increasingly sophisticated user needs,Shenyang Unicom optimizes the product structure,upgrades the marketing strategy,multi-directional marketing control,actively meet the challenges.This paper first introduces the current situation of Shenyang Unicom's marketing,and analyzes the existing marketing strategy of Shenyang Unicom,and puts forward the shortcomings and points out the current marketing situation of Shenyang Unicom.The PEST analysis method is used to analyze the macro environment of the market,and then the marketing strategy of the competitor is clarified,and the competitive situation is analyzed by the Porter five force model.Finally,the advantages and disadvantages,opportunities and threats of Shenyang Unicom are analyzed and summarized by SWOT analysis.Then,the market segmentation of Shenyang Unicom was analyzed,and the selection and positioning of the target market were clarified.According to the theory of 4Ps,the product strategy,price strategy,channel strategy and promotion strategy were analyzed according to the segment market.Describe the marketing strategy need to adjust the content,put forward practical and effective improvement program,summed up the new competitive environment for the new marketing strategy.Finally,given the implementation and safeguard measures of marketing,to strengthen the process control,attention to information collection and research,formed an incentive mechanism,mobilize marketing initiative and execution,to ensure the implementation of marketing strategies,make sure that Shenyang Unicom in the future development can be targeted and can keep up with the pace of the times,and has an important reference and reference value for the company's future development.