Current Situation And Develop Strategy Of "U-Power" Brand Marketing In Jilin Unicom

As China's mobile telecommunications industry is developing rapidly, as the reform of the telecommunications industry in Jilin, one of the important Unicom signs, how to Jilin Mobile Communications Corporation dominated the mobile communications market share to survive and to seize, gain a competitive edge, and ways to further abroad after accession to the WTO face a strong offensive telecom operators, has become most pressing problem.On one hand, the establishment of China Unicom Limited was attributed to balance the monopolization of China Mobile in telecom industry, to promote the efficiency in resource collocation, to strengthen the competition ability of operators; on the other hand, to participate with foreign telecom company after being a member of WTO。China Unicom, therefore, a production of telecom revolution and a new operator of telecom industry, is going to become a challenger and invader of the telecom market. China Unicom Limited of Jilin Branch Company (hereinafter called JLUC) has to face severe test and challenge from the beginning. According to the current situation ,the JLUC must have its own strategy on how to seize the opportunity of market, rise to the challenge and develop itself.。Based on the"Two-eight principle"which refers to the 80% profit of the company comes from the 20% client. JLUC is expected to convert from quantity intensive to benefit intensive through predominating the high-level clients in order to fulfill the self-development within the intrinsic factor of"U-Power"promotion.JLUC is able to provide not only communication services, but also information, personal services, exchanging services and application services while retaining the original GSM basic services, the existing GSM subscribers of China Unicom or other operators can have an additional choice to enjoy high-speed and attractive value-added services provided by CDMA 1X network such as GPRS, multifunctional pamphlet and etc. Meanwhile, the paper introduced the current condition of telecom market in Jilin province in which demonstrated the great differences between"GSM, GPRS"subscriber of China Mobile and"GSM, CDMA"subscriber of China Unicom. Finally, according to the Michael E.Porter's theory, the paper analyzed the current competitors of China Mobile, the potential competitor of CNC, the substitution of Little Smart, the requirement of self-development, the compressive stress of market and the advantages of CDMA and GSM networks revealed the necessity promoting of"U-Power". We made a comparison between"U-Power"and"M-Zone", the results shows that China Mobile has more advantages than China Unicom.According to the characteristics of the client and consumption from assay, the purpose market is consisting of four submarkets. They are medium and high level client, young client, mass client and group client. Then the assay tells how to promote the U-Power, confirms the promoting principle, content, point of stand of the brand, At last, It provide a blueprint for the company on how to maintain the current brand from the aspects as follows, production, construction of marketing, client service, and cellular terminal in which the production and client service are the most important factors. The 3rd Generation is the trends of future telecom industry and will influence the market tremendously.