The Research In The Marketing Strategy Of Shenyang Unicom

Along with the deepening of socialist reform and opening up, China's telecommunications market has been increasing with the high speed. From1980's to 1990's, there're a number of reforms in China's telecommunications market, monopoly of the operation has been completely broken. After the reorganization merger, Shenyang Unicom became the challenger in communications market. In the face of other telecom company to snatch the market and customer resources, Shenyang Unicom respond actively, from the organization structure, products, optimize organizational structure, marketing strategy, business innovation management, to a new posture to meet market challenges.This paper first studies the telecommunications market in Shenyang, the status quo, development trends and competitive position, then use of Porter's model and SWOT analysis in-depth analysis of Shenyang Unicom's internal and external environment, and with the comparative analysis of strategy with competitors, then determine to Shenyang Unicom marketing strategy must be adjusted in order to maintain the company's development capacity.Secondly, in Shenyang, for market segmentation, put forward that market segments should be taken of each strategy, tactical planning proposals. We use of 4P theory to analyze the products, promotions, pricing, channel strategy of Shenyang Unicom. This paper also put forward that be an important position of the customer value theory in marketing communications. According to the actual customer demand in Shenyang, cite the importance of customer value and related methodological recommendations. To adjust the content of the marketing strategy, Stressed the company continue to maintain and expand a market advantage should be taken in various policy responses and methods.Finally, this paper describes the implementation of marketing strategy to adjust the content of the essential safeguards. Through the traditional concept of innovation, emphasis on integration development, Use our advantages of the existing customers, with new technologies to develop new users, create a competitive advantage. Through internal training, strengthen the incentive mechanism; mobilize the enthusiasm of channel marketing to enhance the implementation. Then make Shenyang Unicom quickly adapt to the market after the reorganization, successful completion the long-term development goals of enterprise.