The Research Of All Channel Integration Strategy Of China Unicom Jinan Branch

Based on the reformation project released by the three ministries and commissions in May 2008, China Unicom has become the supplier of integrated business combining with China Netcom. This combination has improved the company strength and market share of the new China Unicom, and has set up a "comparatively balanced market structure". The New China Unicom is now facing new opportunities with the distribution of 3G operation license. What is the status of the market? How to develop the company based on its own advantage? The two questions have become a crucial task.The operator can define the strategy of competition from the aspects of product, price, channel and promotion, based on the 4P theory in Sales. However under present severe competition, the price margin and product diversity is shrinking, promotions are becoming more and more repeated, and the Channel has become the core competence of operators. Before the merger the channel had many problems, such as, insufficient entity channels, small scale of electric channels and lack of fine management and audit etc. We need to consider that after the merger how to improve the strategy of channel and how to master the orientation and plan in the complete channel.Based on the theory of sales channel this essay firstly made brief analysis of the environment outside, made the analysis of five competitive forces model to the domestic telecom industry and stated and forecasted the strategy of the main competitors. The essay also made SWOT analysis to the status of competition and defined the strategy of each business part based on BCG matrix.The essay introduced the concept and present status of the all channel, and made parallel analysis from 5 aspects including sales, promotion, service, complete cost and the strength of master power. Combining with the BCG matrix, the essay defined the strategy of the product development, achieved the balanced relationship between Channel and product, and finally confirmed the strategy of new orientation and plan for the all channel.The essay also discussed several key problems of proceeding the strategy of all channel, and give the suggestions for efficient measurements, eg. develop the high level sales channel to attract the high level 3G customers, enhance the combination of the terminal chain with WCDMA, use electric channel to share the pressure from the self-owned service center, pay more attention on the development of new 3G customers and value added business adopting the experience marketing. In addition, the company will improve the integrated qualification of the direct sales channel, improve the service to the group customers, develop fine management to separated levels in different channel, pay attention to the long term cooperation and healthy development of the channel, conform the necessary information system requested by the channel operation, and give more support to the management and decision.