The Marketing Strategy Research On Telecom Value-Added Services Of Harbin Branch Of China Unicom

During the recent years, the telecom value-added services have got considerable development with more and more intense competition in mobile telecom market. The importance of the development of value-added services has been well recognized in running. The telecom value-added services are a good way to provide the difference-services, satisfy the individualized demand, promote the brand and improve the profit. The marketing research on value-added services therefore has realistic meaning. The thesis aims to provide the marketing strategy to Harbin branch of China Unicom by the research and analysis of the foreign and domestic telecom value-added services market. It is useful for Harbin branch of China Unicom to realize leap-type development of value-added services in the fierce telecom market competition.In the first chapter, the thesis objectively forecast development trends and the way to the growth of business by analyzing development situation of foreign and domestic telecom value-added services. In the second chapter, I analyzed the important environmental factors concerning the development of business and illustrated its favorable influence and adverse effect on value-added services of Harbin branch of China Unicom in respect of macro economy environment, micro economy environment, policies and regulations. It is useful for the further study in the next two chapter. In the third chapter, the marketing problems on value-added services of Harbin branch of China Unicom were analyzed. And also I identified the in-house resource, competitive power etc and pointed out the unsuitable strategy adopted, such as channel construction, brand strategy and SP strategy. In the last chapter, the proper marketing strategies were provided which can solve the problems faced by Harbin branch of China Unicom.