China Unicom Taiyuan Branch's 4G Business Marketing Strategy Optimization Research

After entering the 21 st century,China's telecommunications industry has entered a period of rapid development.The influence of communication on people's daily life and work is becoming more and more obvious.According to the policy of market economy,China's telecommunications industry has changed from monopoly to free competition.Under the environment of market economy,there is a competition among the three major telecom industry giants,namely China Mobile,China Unicom and China Telecom.4G is the mainstream communication technology in the current market,namely TD-LTE-Advanced.Compared with 3G technology,it has great advantages in data transmission speed.On December 4,2013,China Telecom,China Mobile and China Unicom simultaneously obtained 4G business licenses,which officially marked the transition of communication technology from 3G to 4G in China.This paper is based on the research and discussion of China Unicom Taiyuan Branch's 4G business,using Porter Competition Model Analysis,PEST Analysis,SWOT Analysis and other theories to formulate 4G marketing strategy.The first step is to understand the current situation of 4G marketing and what problems exist.The second step is to use Porter Competition Model,PEST Analysis Method and SWOT Analysis Method to conduct a comprehensive investigation and analysis of Taiyuan's local 4G marketing environment.The specific content is the popularity and acceptance of the 4G business,the fierce competition in the industry,and the internal environment of the enterprise.The third step is to formulate a complete marketing strategy of Taiyuan Unicom's 4G business based on the results of the analysis and research,and to determine the level.Sectional objectives,clear business market positioning,formulate a complete marketing plan including four dimensions of customer service,price setting,product upgrading and promotional means;Fourth step,based on marketing means and marketing environment,put forward six methods to guarantee marketing strategy,including: 1.Increasing the coverage area of 4G signal 2,strengthening network construction 3,striving for capital allocation 4,improving management capacity 5.Opening up new canals 6.Strict KPI assessment.In order to select Taiyuan Unicom as the main body and achieve the goal of increasing market share and improving customer satisfaction,this paper formulates marketing strategy based on 4G business and draws a complete plan,which has certain reference significance for the development and popularization of China Unicom Taiyuan Branch's 4G business.