摘 要在 3G 时代中国联通取得了国际上最主流的 3G 业务经营许可证——WCDMA 的网络制式的运营许可证，并在当时与苹果进行全面业务合作，在整个 3G 时代有着极为不俗的表现，但在 4G 时代失去该技术优势后便表现不佳且没能留住客户群体。联通公司在 4G 时期的发展处境不佳在中国三大电信运营商中排名末位，但还存在上升的空间，找出其中影响 4G 时期联通营销效率的部分并提出建议是本文中心。为探寻其原因，本文通过对福建联通营销环境的剖析，分析了 4G 时期福建联通的营销策略，对业务定位做了具体分析，进而提出其营销策略存在的问题并提出改进的建议，对今后的 5G 营销策略制定希望起到参考借鉴作用。关键词：福建联通；4G；营销策略1AbstractIn the 3G era, China Unicom obtained the most mainstream 3G business operation license in the world-the operation license of the WCDMA network system, and at that time carried out a comprehensive business cooperation with Apple, which had a very good performance throughout the 3G era, but After losing this technology advantage in the 4G era, it performed poorly and failed to retain the customer base. China Unicom's poor development situation in the 4G period ranks the bottom of China's three major telecom operators, but there is still room for improvement. It is the center of this article to find out the part that affects the marketing efficiency of China Unicom in the 4G period. In order to explore the reasons, this article analyzes the marketing strategy of Fujian Unicom in the 4G period by analyzing the marketing environment of Fujian Unicom, makes a specific analysis of the business positioning, and then puts forward the problems of its marketing strategy and puts forward suggestions for improvement. 5G marketing strategy formulation hopes to play a reference role..Keywords:Fujian Unicom; 4G; marketing strategy;2目 录1 引 言......................................................
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