The Studies On Tieling Unicom WVAS Business Marketing Strategy

China Unicom has no advantages in competition with China Mobile at the mobile voice services. Through the price regulation of Chinese telecommunication, China Unicom has developed beyond people's imagining. Facing to the third and fourth piece of mobile operating license and overseas operators' ambition after joining WTO, China Unicom has no choice but: to be the No1 mobile operator.During the birth of telecommunications 100 years ago to today, the traditional switched telephony services can not satisfy the different kinds of orders by consumers, so all kinds of new services has been exploited. Those news kinds of services can be called as value added service (VAS) in connection with traditional switched telephony services.This paper studies the exposition of VAS home and aboard, has discoursed the growth pole of mobile VAS, market characteristics, present situation and the developing tendency. With experience in practice for a long time, the paper researches the development of VAS in Tieling branch of China Unicom using the theory and method of marketing analysis and PEST. On the basis of analyzing the reasons for the questions which caused by VAS in Tieling branch of China Unicom, the paper puts forward the marketing strategy and supporting measures of VAS in Tiding branch of China Unicom in over the next several years by using the theory and method of marketing analysis and core competence analysis. The paper provides the direction of VAS in Tiding branch of China Unicom; meanwhile, it can be the model for petrochemical or relative industries.