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随着全球经济一体化的不断发展,愈发激烈的市场竞争刺激企业实践的不断创新,从而拓展了传统营销的内涵。尤其是20世纪90年代以来,先进的营销理论不断在发达国家取得新的突破。而其中影响最大的该属整合营销传播。目前,传统通信营销模式已经不能满足通信企业的发展需要,本文就整合营销传播理论的联通营销策略进行了研究,并提出了相关对策以提高联通应对愈发激烈的市场竞争的销售能力。
With the continuous development of global economic integration, the increasingly fierce market competition stimulates the continuous innovation of enterprise practice, thus expanding the connotation of traditional marketing. Especially since the 90s of 20th century, the advanced marketing theory has made new breakthroughs in the developed countries. The most influential of which is integrated marketing communications. At present, the traditional communication marketing model has been unable to meet the needs of the development of communication enterprises. This article studies the Unicom marketing strategy based on integrated marketing communication theory and puts forward some countermeasures to improve China Unicom’s marketing ability to deal with the increasingly fierce market competition.