A Study On The Market Research And Marketing Plan For China Unicom U-power Brand

The thesis aims at an overall understanding of China Unicom's brand development, industrial competition and the consumers' features of the telecommunications services and products through a research and analysis on the U-power brand in Beijing and Hunai regions. It is also the objective of the author that the marketing research and analysis can be applied in the real market environment with a full demonstration of the brand so as to drive the overall development and improvement of China Unicom's business.Meanwhile, as an important part of the communications products, Value-added Services (VAS) have maintained a strong growth momentum in recent years, therefore a particular study on VAS is included in the thesis. It is hoped that the information collection on the end-user recognition and user experience can help to get the feedback from the users more directly and promotional policy can thus be adjusted accordingly.