Hunan Unicom Turn Of The Year Marketing Program Research

As market competition intensifies, Hunan Mobile has entered the mature market in some areas. The overall competition pattern has basically formed. The mobile operators are facing major problems that how to further develop the market share in the relatively stable markets.In 2008, Hunan's telecommunications market pattern was broken once again, but China's mobile communications industry is still an oligopolistic industry, the competition for industry's market share will break the original balance and gaining more new customers is the key to increase market share. Hunan Area which is the author's residence, and now new mobile users are main mobile population and college students, and Hunan is an agricultural province of the major characteristics with the export of labor, mobile population, especially more pronounced among the population who return rural area for working at the beginning of the year, their mobile communication consuming has more concentrated, explosive characteristics, which is paid by popular attention by major telecommunications operator. In this paper, it takes Hunan Unicom as a research object. It conducts research on Hunan Unicorn's marketing strategy for communication market in recent years and analyzes the characteristics of the communications market and marketing strategies at the beginning of the year to assess the effect of marketing.First, this paper describes and analyzes the relevant literature on the development of domestic and international marketing theory and application of marketing theory in the communications market and puts forward research ideas of this paper based on putting forward the paper's significance and purpose. The author takes further analysis of Hunan Unicom's current market competitive situation based on studying on Hunan Unicom's internal and external environment. Secondly, this paper analyzes assessment of marketing effectiveness analysis in Hunan Province according to features of mobile communications sales in Hunan Unicom's branches in 14 cities at the beginning of the year and the actual situation of Hunan Unicom, the paper proposes exist limitations on marketing strategy in Hunan Unicom at the beginning of the year and proposes further research directions.