The Research Of Marketing Strategies For Fixed-line Value-Added Service In China Unicom

The global economic crisis is spreading from USA to the world. In manufacturing field, production under capacity and unemployment are ubiquitously happened all over the world. The restructuring of five Telecom operators in China on May 23, 2008 boosted the China economy, especially after the acquisition between China Unicom and China Netcom, fixed-line business to the New Unicom has been enhanced. This acquisition also provides New Unicom a good opportunity to further develop Fixed-line Value-added Service (FVS). With appropriate marketing approaches, FVS could be the new profit resource for Unicom. Under of the fierce competition among operators, base businesses including fixed-line voice service and broadband ARPU value service keep decreasing which also requires Unicom have to spend great efforts to develop FVS to change the declining situation.In the past few years, as a whole business operator in China, Unicom has done many positive trials about the FVS, developed many value added service to the fixed-line business and tested several marketing channels. But in the FVS field, as the new entrant, Unicom is still lack of strategic planning and research in marketing. Therefore, the author deeply analyzed the successful experience of foreign operators and domestic competition and the FVS marketing strategies. From the perspective of service marketing mix and aspects from product, price, promotion, channel, personnel, physical evidence, and processes, the author makes an overall systematic analysis and sum-up on the new China Unicom on FVS. Combining the marketing strategy, theory, new ideas and years of my working experience in this field, here I raised my personal views and methods on FVS strategy. Finally, about how to carry out the FVS mixed strategies, the paper also proposed the corresponding measures.This paper is focusing on the FVS market conditions and the actual business development and provides a systematic research and analysis of the FVS. It can be used as reference to relevant operators, Telecom FVS provider and relevant government regulators for their decision-making or planning.