The Analysis Of China Unicom's "Location Based Services" Market Development Strategy

In the current mobile communication industry, the competition is fiercer and fiercer, it's make every large operator pay more attention to the customer's actual need, develop the new variety of service which accords with customer's demand. The person is an ambulatory living being, therefore has produced the position idea, the people want to know one's own position, want to know position of things, these are the need of people, that's also the need of customers. The operator produces the concept of localization according to the needs of people. It's the foundation of the location based service (hereinafter refer to as LBS). This paper combines the knowledge in management, marketing, etc; serve for the main research object with China UNICOM's LBS. We have discussed in detail China UNICOM's superior and inferior in LBS, and LBS product orients and user's demand analysis. Based on these, the text combine advanced marketing principle propose China UNICOM's LBS suitable marketing development stratagem. According to the above-mentioned writing thinking, the paper divides into follow parts: First: Preface. This part is mainly to introduce the state of development of the telecommunication trade. The background of UNICOM launches the LBS, make reader preliminary understanding the LBS, and know the purpose of writing. Second: Introduction to the LBS. This chapter is divided into two sections. Section One introduce the current LBS state, development prospect, explain the important status of LBS in mobile communication trade in future, and launch the feasibility in LBS. Section Two introduce several present LBS technology in use , let readers understand the technical application in LBS, compare the superior and inferior of the technology. Especially introduced China UNICOM's technique at the same time, stated the advance of this kind of technology, the characteristic of this technology and use state, point out leading and connecting advantage served in LBS of UNICOM's technology. The third: Demand analysis and market orientation of LBS. This chapter is divided into two sections. Section One is demand analysis of LBS, this section is analyze from user's demand, it divide the user's demand into two parts: generality and speciality. And it has analyzed the demand characteristic of trade user and personal user to the LBS respectively. In paper, the personal user divide into several user colony go on further characteristic analyze, the generality and characteristic are foundations of China UNICOM's difference marketing. Section Two is market orientation of LBS. This section is star with the new product orientation of variety of the LBS, analyze the China UNICOM's LBS product market orientation and the brand orientation of LBS product and the brand mold. Through these respects analysis, the reader will have clearer image about the LBS, understand the position of LBS product in market, and will know how to orient the LBS product, find a good way to develop the new service, establish fine brand, and find suitable user colony. The fourth: China UNICOM's LBS SWOT analysis. This chapter uses management knowledge, uses SWOT method analyze UNICOM's LBS, arguments the UNICOM strong, weaken, opportunity, treat in LBS. Through the analysis, looking for China UNICOM's own development potentiality and deficiency, in order to maximize favorable factors and minimize unfavorable ones, get greater development on the market with keen competition. The fifth: The market develops strategy of China UNICOM's LBS. This chapter is divided into four sections, it put forward the market develop strategy according to the various of the above-mentioned analysis. Section One is the difference marketing that aim at the difference target market. This section is put forward the specially marketing strategy which according to the difference user colony have difference demand. It bases on the analysis in the third part. Section Two is a price strategy. In here, the price is not service price. In forth part, the service price is a superiority of UNICOM, but it is a double-edged sword to put the price strategy to use, can injure enemy, also can wounded ourselves too. So the price in here is not the service price but price of the terminal. Through to reduce the terminal price or rent the machine to the user, we hope can take more market. Section Three is the medium application strategy. In this section, the medium is not only means the traditional media, but also cover the present numerous media modes, include Internet, soft article, and the new shaking hands advertisement, etc. Because LBS is a new service species, increase advertisement devotion is the quickest way to make the public know it. But...