Research On The Marketing Strategy Of Government Cloud Business Of China Unicom GZ Branc

With the maturity and stability of cloud computing and big data technology,all walks of life pay more and more attention to the use of cloud computing.The national requirements for the digital transformation of government departments at all levels have gradually increased,cloud computing has also become an important support for the digital transformation of the government,and the government cloud came into being.Since around 2010,Guizhou Province has made great efforts to develop the big data industry,and has made big data one of the pillar industries in the province.In 2022,the national Department identified Guizhou Province as the national computing power hub node of the "counting from the east to the west" project,which has brought great opportunities for the development of government cloud business in Guizhou Province.As a telecom operator,China Unicom has highly competitive network and data center resources.In 2013,China Unicom officially released the cloud computing business brand "WO" cloud and officially announced its entry into the cloud computing market.The largest customer group in the market is government customers,and government cloud has naturally become a star business in the "WO" cloud brand.In order to develop the government cloud business locally,China Unicom GZ branch must formulate a complete set of marketing strategies.Firstly,this paper analyzes the problems existing in the current development of government cloud business of China Unicom GZ branch.Secondly,it makes a multi angle analysis on the marketing environment of government cloud business of China Unicom GZ branch by using PEST analysis method and Michael Porter’s Five Force Model.Thirdly,it analyzes the strengths,weaknesses,opportunities,threats of government cloud business of China Unicom GZ branch by SWOT analysis method.Finally,mainly based on 4Ps marketing theory and STP analysis method,this paper formulates the government cloud business marketing strategy of China Unicom GZ branch from the five aspects of market,product,price,channel and promotion,in order to improve the market competitiveness of government cloud business of China Unicom GZ branch and obtain a larger market share.