Research On Marketing Management Strategy Of China Unicom Tacheng Branch Company

In the increasingly fierce competition in the domestic telecommunications market,China has basically formed a new competitive landscape in the communications industry.The former China Telecom,China Mobile,China Unicom,China Railcom and China Unicom have formed a strong position.It has developed into a three-pronged position of China Telecom,China Mobile and China Unicom.Each operator has established a strategic thinking of sustainable development and strives to improve its core competitiveness in the market.In the case that the competition in the domestic telecommunications market has reached a fever,the key to market competition has become the competition of big customers.It can be said that who can retain their big customers,and then actively develop new big customers,and fully tap the potential value of each big customer,who can take advantage of the market competition and ultimately improve their own market.Share.Therefore,how to scientifically and rationally use the marketing knowledge of large customers,and learn from the successful experiences of foreign companies,make big customers more loyal to enterprises and provide higher quality services to large customers.These problems are the key issues that communication enterprises need to solve..This research chooses Tacheng Unicom as the research object.Tacheng Unicom regards group customer marketing strategy as the core issue.It comprehensively discusses the problems encountered in Tacheng Unicom Group customer marketing work,and deeply analyses the causes of these problems.Based on modern marketing theory and strategic management theory,it applies macro-PEST analysis,meso-micro environment analysis and SWOT.Matrix analysis and other methods have formulated corresponding solutions to these problems.This paper is divided into seven parts,the first part elaborates the main problems,ideas and methods of this study;the second part elaborates the theoretical knowledge involved in this study;the third part makes an in-depth analysis of the development status of Tacheng Unicom Group's customer market and the marketing strategies implemented,and finds out the problems and causes of marketing work based on the analysis results;The fourth part starts with the external environment and self-ability of Tacheng Unicom,and analyses the macro-environment and industry competitors of Tacheng Unicom by using analytical method,which lays a foundation for the optimization of marketing strategy.The fifth part focuses on the marketing strategy adopted by Tacheng Unicom,including product strategy,price strategy,promotion strategy,channel strategy and personnel strategy.From the perspectives of process strategy and relationship marketing,the differentiated marketing strategy of Tacheng Unicom Group's customers is worked out.Based on the above analysis,the sixth part puts forward the safeguard measures for Tacheng Unicom's key customers' marketing strategy and management,mainly for organizational protection,salary incentive protection and system protection.The seventh part is conclusion and prospect.This research fully combines the marketing theory of large customers,puts forward the improvement of incentive mechanism and the opinions and suggestions for establishing a major project guarantee mechanism.This not only has certain guiding significance for the marketing work of Tacheng Unicom's major customers,but also related telecommunications.Market research work in the operating industry and in the field has inspired.