Research On The Marketing Strategy Of Converged Communication Products In The Virtual Operator Industry

With the continuous development of the domestic telecommunications industry and the continuous deepening of telecommunications reform,VNO with innovative thinking of the Internet have emerged as the times require,and become another important force in the telecommunications industry.However,VNOs are subject to many restrictions from the basic operators,and there are certain confusions in terms of people's property and business models.Therefore,enterprises are facing difficulties in the development process.For VNO,only the transformation and upgrade can explore a different development path from traditional virtual operators to maintain good and sustainable development.After years of development,China's Unified Communication industry has made breakthroughs in policy and technology and application,and has entered a new stage of deep integration and development of the industry.More and more enterprises are increasingly demanding communications,and the requirements for communications are getting higher and higher.Unified Communication products can help enterprises and governments improve their communication capabilities better and more easily from the aspects of mufti-scenario convergence,mufti-terminal convergence and multi-service convergence,continuously satisfying customers' individual needs and helping customers realize their business structure.Optimization and communication mode innovation,drive business process integration,collaborative work,and continuously improve the communication efficiency of enterprises.As a VNO born out of the original intention of differentiated operation,in the face of the booming development of Unified Communication,"mobile resale+Unified Communication" has become a new choice and new development direction for some VNOs.As one of the 42 VNOs in China,Y Company entered the field of unified communication in 2017.As a follower of the market,in the face of fierce market competition and changing customer demand,it has a complete marketing strategy.Through the research,the current marketing situation of Y company is analyzed.Combining with the market segmentation,target market and market positioning of Y Company's unified communication products,it is concluded that it is in line with Y Company's marketing strategy of unified communication products.Not only can Y Company fully promote the integrated communication products,but also provide some reference for the market planning and marketing strategies of other unified communication enterprise products.Based on the marketing-related theory,STP theory and other marketing-related theories,this paper takes the virtual carrier industry's integrated communication products as the research object.On the basis of combing the existing literature,it first analyzes the marketing status and environment of Y company's converged communication products.Based on the macro environment analysis,micro environment analysis and SWOT analysis of Y Company,the current marketing status of Y company's converged communication products is obtained.Secondly,based on in-depth analysis,based on the marketing combination theory and the market segmentation of Y company's converged communication products,Target market selection and product positioning,formulate a marketing strategy suitable for the development of Y company's converged communication products,and formulated a number of safeguard measures to ensure the implementation of the marketing strategy of Y company's converged communication products.