Research On Integrate Marketing Communication Of Broadband In China Unicom Taian Branch

The original Tanan Liantong Company has connected with the original Taian Wangtong Company into a new Tainan United Telecommunication Corporation for more than one year since November,2008,but the core business——broadband has not been fully recognized by the market, including advantages products, services, network, etc.Meanwhile, Taian Mobile Company,Telecommunications Corporation and Taian BC&TV network company, respectively entry broadband services fields. Broadband servicesare are facing unprecedented competition, the market leadship is challenged. In this context, we propose a reasonable and effective problem of broadband integrated marketing communication.This thesis made a systematic study on the theory of integrated marketing promotion from marketing strategy and made an analysis of the evolution process of the combination of 4P to 4C and 4R theories.This thesis especially discussed in details the development of the theory of the integrated marketing communication and found the core connotation and the interconnectivity of the various theories so as to enrich and perfect the content of the theories.Meanwhile, as Taian China Unicom hasn't made a systematic study on the integrated marketing communication of broadband for a long time,in Taian market there are so many broadband products that customers feel confused and have a declined perception. This thesis designed the scheme of the integrated marketing communication of Taian broadband products on the basis of reviewing the related integrated marketing theories after analyzing the related external environment and the internal condition and the situation of competition and demands in order to provide reference for the marketing of broadband. It is of great practical significance.This thesis aims to establish long -term and fixed mechanism of the broadband promotion and emphasize the perception of the customers during the process of advertising campaign in order to develop to deepness and expand to range of the brandband business by adopting various marketing combination and communication strategies. The image of the high quality of the China Unicom broadband can be promoted by the cooperation of various communication and promotion combination so as to propel the client markets and the consumer markets. The paper is divided into six parts. The first chapter is the introductory remarks part, proposed the research background, the research goal and the significance as well as the research mentality and the method. The second chapter for this research correlation theories part. The third chapter mainly has been carried on the analysis to the Boardband marketing present situation and the existence question. The fourth chapter is the integrated marketing communication design for Taian Broadband. The fifth chapter is the main measures. The sixth chapter is the conclusion and forecast of the research.