Research On Precision Marketing Strategy Of Unicom Qinhuangdao Branch Under The Background Of Industrial Convergence

China Unicom Group has carried out mixed ownership reform since 2017,introducing strategic investors such as Tencent Holdings Ltd,Baidu Inc and Alibaba Group Holding Ltd..The joining of Internet Enterprise Makes Unicom realize the amalgamation of information and data industry.Industrial Convergence has created new opportunities for the development of Unicom’s business.Under the background of Industry Convergence,Qinhuangdao Unicom branch needs to adjust its marketing strategy according to the new changes.Therefore,this paper chooses the marketing strategy of China Unicom Qinhuangdao Branch as the research object,studies the necessity and feasibility of implementing the precise marketing strategy under the background of industrial convergence,and gives the implementation countermeasures.The main contents of the study include:First of all,the external marketing environment of Qinhuangdao Branch of China Unicom is analyzed.Based on the analysis of the external environment,the necessity of industrial integration development of China Unicom is summarized.Secondly,the internal marketing situation of Qinhuangdao branch of China Unicom is investigated and analyzed,and the problems existing in the current marketing of China Unicom are found.Thirdly,on the basis of the present external marketing environment and internal marketing of Unicom Qinhuangdao Branch under the background of industrial integration,SWOT analysis and strategic positioning are carried out on the precise marketing of Unicom Qinhuangdao Branch.Fourthly,the 4C theory is applied to formulate precise marketing strategies under the background of industrial integration,i.e.precise customer demand marketing strategies supported by Internet companies,customer cost marketing strategies to improve customer value,customer convenience experience marketing strategies integrated with online and offline channels,and customer communication marketing strategies with innovative scenarios and experiences.Finally,from the four aspects of organization and system,technology,talents and enterprise culture,the safeguard measures for QinhuangdaoUnicom to implement accurate marketing strategy are formulated.The results of this paper not only study the method of precision marketing strategy making under the background of Industry Convergence,but also play a role of reference to the practice of telecom precision marketing.