Taizhou Unicom Community Marketing Practice Research

With the national economic development and social progress, the communications industry is developing rapidly. The introduction of China's telecom industry restructuring program in 2008, as well as the issuance of 3G licenses, marks the coming of full-service competitive era for communications operators. Home client market becomes the main strategic market for the three main domestic telecom operators. The community marketing for the residents of the communities is a basic marketing model for telecom operators to expand the families' customer markets.This paper analyzed the development process and trend of domestic telecommunications industry, and gave a general analysis to the theory and practical application of community marketing. Also the paper defined the basic concept and the main content of community marketing, and proposed general requirements for the implementation of community marketing.The paper introduced and summarized the problems. In the basis of in-depth investigation and detailed analysis, the paper proposed improvements for the community marketing practices of Taizhou Unicom from six parts, which are the examination of target market, focus target customers, optimization the product system, enriching the channel structure, the implementation of effective marketing, organization and structure optimization and incentives.The purpose of this study is to help and guide the improvement and optimization of community marketing for Taizhou Unicom, and then to enhance the expansion effect in the families' market. The summary of community marketing can also be referred for other consuming enterprises to implement the community marketing.