Study On Customization Marketing Strategy On ICT Service In Shandong Unicom Based On Information Transformation

In 2008 , an enormous strategic reorganization took place in Chinese telecommunications industry. After reorganization the force of the three telecom operators tends to have balance of power. Since the release of 3G license, China United Network Communications Corporation Shandong Branch (abbreviated as Shandong Unicom) will encounter more fierce competition in all-service. Under such circumstances, Shandong Unicom brought forward "5+1" information construction target, making great effort to transform into an integrated services provider by fully making use of its advantages on broadband services. How to adapt to such transformation and adjust service developing thoughts to realize customer value to the limit turns to be a question which all departments in Shandong Unicom must think about.Based on the above background, the writer uses "Study on Customization Marketing Strategy on ICT Service in Shandong Unicom under Information Transformation" as the topic. The report introduces the chances and challenges which Chinese economic industry information brought to the development of communication enterprises, analyzes the strength and weakness of Shandong Unicom in implementing customization marketing strategy and the competing status of ICT services, using SWOT Analysis and Five-Forces Model of Competition theory. Considering a series of problems and existing weakness in ICT service development, the writer proposes an integral strategy of customization marketing on ICT services in Shandong Unicom. By making use of the unique advantages of Shandong Unicom as the leading telecom operator in Shandong Province and integrating the social resource in the area of ICT, an industry chain adapted to customization marketing should be established to overcome the weakness on the staff qualifications and product development. At the same time, some specific improvement measures are put forward on office structure, channel construction , marketing process and promoting methods , detailing expounding the guarantee and implementation method for the customization marketing of ICT service in Shandong Unicom. As the market competition becomes more and more steep, the exploitation of ICT service oriented to customers appears to be very important. The report issues the feasible strategy to develop ICT market for Shandong Unicom based on the marketing theory, analyzing and demonstration approach. It extricates from the current status of most reports confined to the study of developing model, and brings forward the specific marketing measures on deep step according to the great amount of collected documents and resources and the interview to the related experts and professionals. The study possesses important application value for Shandong Unicom to upgrade its marketing capability and performance on information products.