Analysis Of Full-Service Marketing Strategy For Shanxi Unicom

Early 21st century, consumers' demand for integration of communication and distributed business risk of communication operators has grown unprecedented. Therefore the global telecommunications industry started the wave of full-service business. May 24 2008, the Chinese government issued a circular on the restructuring of telecommunications in China, representing China's telecom industry has formally entered full-service competition era. Later, the former China Netcom and China Unicom merger, and changed its name to "China United Network Communications Company Limited ", referred to as "China Unicom". Shanxi Unicom, as one of the top ten branches of China Unicom in northern China, became the true sense of the full-service operators. At the same time, came the international financial crisis. The macroeconomic situation of Shanxi Province was seriously hit by this financial crisis, and short term economic downturn appeared. The Government of Shanxi Province timely raised the idea of economic restructuring. With the macro-economic decline and the premise of transition, how Shanxi Unicom should prepare full-service marketing strategy, to deal with the other two competitors, has become a major question for the new Shanxi Unicom after the reorganization.PEST model, Porter's Five Forces model, SWOT model, Boston matrix, 4P and 4C model of marketing mix and product life-cycle theory are used in this paper, along with qualitative and quantitative analysis. This paper analyzes the macroeconomic environment that Shanxi Unicom is confronting and the advantages and disadvantages of Shanxi Unicom, combined with the macro-environment of Shanxi Unicorn's actual conditions, through the analysis of the success of foreign full-service telecommunications operator's marketing strategy, refining useful theory and experience for domestic operators, particularly for Shanxi Unicom. On this basis, this paper sets up strategic plan for the full-service business, and proposes full-service marketing strategy for Shanxi Unicom.Telecommunications market in Shanxi Province is the epitome of competition in northern China's telecom industry. Shanxi Unicorn's full-service business strategy would be a certain degree of reference for operators in northern China to carry out their full-service competition.