Tieling Unicom Marketing Strategy

Since 1980^th, under the driving of information technology revolution and economy globalization, the telecom of the world has changed a lot. It has become an industry that rises fastest and has the biggest market potential. Since the reformation and opening, the telecom industry of our country has been increasing with a high speed and has got great achievement. We have constructed a modern telecom network that has advanced technology, complete operation and area under canopy all over the world. At the same time, the telecom network scale and users amount have come out top. Now, the telecom industry of our country has formed a pattern that several companies compete together, such as China Telecom, China Mobile and China Unicom etc. Along with joining WTO, realizing the promises roundly and canceling regional limit, foreign multinational telecom companies will also come into the China market. Then, the competition of the China telecom market will be more furious. So, for the development strategy research of modern telecom industry, it has become a new task that how to survive and develop in the furious competition environment and how to adapt the quick rhythm of the information society. And the Unicom Company of Tieling city is facing the same problem.This thesis adopts the form of cases analysis. In the first part, it mainly talks about the establishment background, development course, operation situation, situation of competitor and development strategy of the Unicom Company of Tieling city. In the second part, it opens out that the constitution and implement of existing market sale strategy of the Unicom company of Tieling city accord with the actual development direction of the Unicom company of Tieling city and match the development of the whole telecom market, with market sale interrelated theory, according to the analysis of the inner and external environment of the Unicom company of Tieling city. But there are many restrict factors during the implement course of the market sale strategy. So, aiming at these restrict factors, this thesis gives some improvement suggestions according to the analysis of product service, brand, price and channels and talks about the market sale strategy that the Unicom company of Tieling city needs to strengthen in order to face the competition in future.