Research On 4G Marketing Strategy Of China Unicom Jiangxi Branch

Jiangxi Unicom has the smallest market share among the three major telecommunication operators in Jiangxi,and is facing enormous market competition pressure when the total number of telecommunication users is nearly saturated.How to seize the 4G service market and become the leader of Jiangxi Mobile Broadband Service has become a difficult problem.This paper chooses the marketing strategy of Jiangxi Branch of China Unicom as the object and analyses it.The purpose is to provide decision-making reference for Jiangxi Unicom to enhance its market competitiveness.This paper uses strategic management theory,marketing knowledge,SWOT analysis method and PEST analysis method to study the internal and external environment of China Unicom Jiangxi Branch in the development of 4G business marketing.Starting from the external challenges and opportunities it faces,we should orientate the internal advantages and disadvantages.To choose a reasonable competitive strategy,such as the formulation of combination marketing strategy,differentiated service strategy and highly centralized differentiation strategy.Based on the analysis and comparison of the internal and external competitive environment of Jiangxi Unicom Branch,it is found that there is still much room for improvement in marketing promotion and service capability of Unicom's 4G business,and its marketing strategy is weak.In order to change the current situation,we need to study and formulate more perfect and effective marketing strategies based on problems.In a word,in order to promote the better and faster development of Jiangxi Unicom,we should fully learn from the advanced marketing experience of the same industry,combine the market environment around the enterprise and its own situation,increase the user adhesion through more considerate service,broaden the marketing channels and maintain them,so as to occupy a place in the fierce market competition.