Research On Marketing Strategy Of Communication Products Of China Unicom YK Branch

With the continuous development of China’s communication industry and the increasing saturation of the market,the competition among the three major telecommunications operators is becoming increasingly fierce.As one of the three major telecommunications operators in China,China Unicom not only provides traditional service products such as voice calls and SMS,but also modern information products such as artificial intelligence,big data,cloud security,and the Internet of Things.China Unicom has made significant progress by relying on the good brand of WCDMA and a series of innovative marketing strategies,becoming one of the current telecom operators with strong competitiveness.Nevertheless,facing a series of challenges that have impacted traditional telecommunications services,such as the powerful China Mobile,the equally powerful and aggressive China Telecom,the emerging 5G communication era,and the current emerging internet,the competitive pressure is also relatively high.Facing competition,taking the initiative,continuously improving,innovating marketing strategies,and enhancing product competitiveness remain important tasks for China Unicom in the future.The thesis takes China Unicom YK Branch as the research object,introduces the current status of its communication product marketing strategy,analyzes the existing problems and reasons,and proposes a plan to improve the marketing strategy.Either enhancing the product competitiveness of China Unicom YK Branch or promoting its high-quality development is of great significance.The whole thesis is divided into three parts: the introduction,the body and the conclusion.The first part is an introduction,which mainly introduces the research background and significance,summarizes the current research status at home and abroad,and reviews relevant literature.The second part is the main text;The first chapter of the main text introduces relevant concepts and theoretical foundations of research such as marketing,collaborative marketing,marketing strategy combinations(7Ps),,STP theory;Chapter 2 introduces the current status of communication product marketing strategies of China Unicom YK Branch in terms of product types,product channels,and promotion methods;The third chapter analyzes the main problems in the marketing strategy of communication products of China Unicom YK Branch,and analyzes factors such as promotion methods,marketing channels,and differentiated pricing.The fourth chapter analyzes the marketing environment of communication products of China Unicom YK Branch,and also conducts SWOT analysis;Chapter 5 conducted in-depth research from multiple perspectives and proposed a comprehensive marketing strategy for communication products of China Unicom YK Branch.The third part summarizes the paper in the previous analysis.