Research For Marketing Strategy Of China Unicom Beijing Branch's Up Power

The telecommunication industry in China has been developed rapidly and achieved obvious progress in the past few years. In the same, with further reform of the telecommunication industry system, the mobile telecommunication operators are newly set up, break up and recombination continually. It has urged China telecommunication industry step toward competition from monopoly by the establishment and development of China telecommunication, China Mobile, China Netcom, China Unicom and China Telecom. If the telecommunication operators want to take advantages in the fierce competition, the applicable marketing strategy must be made in accordance with the practical market circumstances.This thesis takes China Unicom Beijing Branch as the research subject in the way of combining modern marketing theory and telecommunication service marketing feature. It analyzes the company's current marketing situation, the general environment of the market and the market competing situation, and try to find out the company's advantage and disadvantage, as well as the challenge and threat through SWOT analysis. According to the practical study, make a fuzzy comprehensive evaluation and market potentiality analysis for China Unicom Beijing branch with 4Ps, so as to break down the market according to the demanding situation and product category. Consummated current business as a precondition to develop combined product in depth, using marketing position thought divide choosing call fee, favorable number call fee, call fee promotion, binding fix a price policies etc. and then institute flexible channel policy and integrate sales promotion combination according to product features and lifecycle.Finally, in accordance with the possible change of China Unicom Beijing branch's mobile telecommunication market, proposing adjustment and control method to the marketing policy during its implementation.This thesis is aiming at, through the research on a specific mobile telecommunication operator's marketing strategy, and the analysis and study on this case, as well as the marketing policies which is worked out in accordance with the enterprise's practical situation, to provide the mobile telecommunication operators, who are facing tremendous market pressures, some experiences regarding how to analyze market and make applicable marketing policies for reference.