Unicom's Fixed-line Value-added Business Development Strategy

Developing fixed network's value-added services means that the fixed network operators raise their user's ARPU, which is the key of raising income of the fixed network telecommunication. Mobile and Internet technologies are the two engines that to promote the process of social informatization nowdays. The mobile value-added services already obtained the full attention, and various research is quite thorough, however, fixed network's value-added services including Internet value-added services lack the correlation system research.As a developing entire services telecom operator and the new being in the marketplace of fixed network's value-added services ,China Unicom has provide an array of value-added services and these services have got certain scale consumers and income temporarily. But it need to carry on the comprehensive plan and the research from the strategy and the overall situation to the fixed network's value-added service, thus for systematized and the refinement development of fixed network's value-added service lays the rationale.This thesis carry on a research on content and classification to the telecommunication value-added services and fixed network's value-added services. This thesis analysis China telecom's value-added services deeply , specially discourse upon brand characteristic, the classification and the localization and carries on the analysis to China Unicom's existing network's value-added service products ,also divided into Internet, voice and the business enterprise informatization.It plays important role on the fixed-line value-added service whether the industry value-chain can smoothly operate. This thesis does some research on the quo status of fixed-line value-added service, and puts forward idea of business strategy, development strategy, branding strategy and marketing strategy according to the development trend of fixed-line value-added service.The thesis analyzes fixed-networks value-added services of China Unicom on the base of Chinese whole market. It can be regarded as a reference of decision-making and programming for operator, value-added services' provider and government.