The Research Of Integrated Marketing Communications Company Resourses On Strategic Chioce

From 1999 to 2008 a short span of ten years, China's telecommunications industry has undergone four major development changes. February 1999 by China Telecom into four types of business, in August 1999, China Mobile company, in March 2001 and set up the China Railway Communications Corporation. December 2001 restructuring of China Telecom again for the North-South split the two telecommunications groups, namely the new China Telecom and China Netcom Corporation. China's telecommunications market formation of China Mobile, China Telecom, China Netcom, China Unicom, China Railcom these five major operators coupled with China's satellite business (commonly known as 5 +1) pattern. Today, 3 G in the international and domestic business, driven by China's telecommunications market to adapt to the new changes, in order to ensure better services and business efficiency, and fully support the Beijing Olympics of communication, once again split the reorganization for three telecom operators That the former China Netcom and China Unicom's GSM network into the new China Unicom, China Mobile and China Railcom merged into the new China Mobile, China Unicom's CDMA original with China Telecom merged into the new China Telecom and 3 G issuing permits. Experienced numerous changes and fierce competition in the new round of reorganization, how quickly the role and quickly occupied the market, the telecom operators are urgent.In this paper, China Netcom and China Unicom to the reorganization as an example, the reorganization of the telecommunications industry in the background, the use of integrated marketing resources in the early integration of China Netcom, China Unicom strategic choice of market analysis, we can see that through the analysis of the two Telecommunications enterprises should be from the early integration of brands, ideas, markets, products, values, networks, promotions, and service point of view of integrated marketing strategy to quickly start market development for the 3 G business and lay a sound foundation for the market.