Research On Marketing Strategies For Cloud Computing Business Of China Unicom

In recent years,the cloud computing industry has developed rapidly,playing an increasingly important role in promoting the modernization of national governance system and governance capacity.China has put forward higher requirements in promoting the digital transformation of government and enterprises,and has provided a series of favorable policies for the development of cloud computing.In order to better adapt to market demand and industrial development,China Unicom upgraded its cloud computing strategic business brand to "LT company",stepping into a new journey of cloud computing development.Faced with the extremely competitive cloud market,LT company,as a national cloud computing team and digital transformation computing engine,should give full play to its competitive advantages,aim at market opportunities,innovate and develop cloud computing marketing strategies,and win the market.Based on the marketing theory,combined with the actual development and actual needs of LT company,this article has developed a relatively complete set of marketing strategies to improve the marketing capabilities of LT company.Firstly,this article describes the current situation of cloud computing development and marketing related theories,and analyzes the current situation,existing problems,and reasons of Unicom’s cloud business development in detail.Secondly,PEST analysis method is used to analyze the macro environment of the company from four aspects: politics,economy,society,and technology.Using the Porter Five Forces Model,this paper analyzes the bargaining power of LT company suppliers,the bargaining power of buyers,the threat of new entrants,the threat of substitutes,and competition in the same industry.Through the SWOT method,it analyzes the advantages,disadvantages,opportunities,and threats of LT company in detail,forming an analysis summary matrix.Finally,using the 4Ps theory and STP analysis method,a specific marketing strategy has been formulated for the overall development of LT company: segment the consumer group based on consumer desires and needs,purchasing behavior,and purchasing habits,and determine the target market and market positioning based on a comprehensive analysis of their own strengths and weaknesses and market opportunity challenges.After that,we formulated differentiation strategies and combined sales strategies for our products,formulated cost-oriented pricing,competition-orientated pricing,and product portfolio pricing strategy for prices,strengthened direct sales channels,optimized electronic channels,and developed social channels.We also carried out proactive promotional strategies such as personnel,advertising,project demonstrations,and free trials,hoping to improve the market competitiveness of LT company,thereby gaining greater market share.