FMC Business Marketing Strategy Of Sichuan Unicom In Full-service Era

In 2008, after the domestic telecommunication operators reorganization, the newly formed three operators:China Unicom, China Telecom, China Mobile have mobile and fixed network business operation qualification, carry on the business competition in each field in communications market. In the new market environment and challenges in front, how to rely on the integration of network resources and ascending enterprise's benefit, has become China Unicom Sichuan branch's urgent problems.From the international typical full business operator's characteristics and experiences, the operators in different backgrounds are dependent on an existing network resources and customer resources, Fix and Mobile Convergence(FMC),which facing family customer as main market products consolidate existed markets, gain new market, attack the opponent. FMC has long business history in foreign countries' operators, foreign operators have already had mature marketing experiences and systems, and the user's acceptance degree is higher. But the time that domestic operators launched FMC is shorter than foreign operators, also existed the problems such as lack of operation experiences, users' acceptance is low, marketing strategies are simple, the design of products are simple, lack of value-added services, the marketing channels did not express synergy effects.Therefore, how to evaluate values and analyze requirements of family customers, the target customer groups, and set the combination of products,the marketing channel strategy and the CRM system, becomes the operators' emphasis and difficulty point Taking the integration of Sichuan Unicom's business marketing strategy as the research object, by means of the background and marketing environments comprehensive analysis, differentiate the market segments and target markets of the FMC business, and formulate the corresponding product and brand strategy, marketing channel,price and propagate strategy, and discussed the CRM of FMC in the last chapter.From analyzing the background of FMC business in the first chapter, expounding the concept and significance of the FMC to the operators, describing the differences between the FMC and traditional businesses about the marketing strategy and the development status of domestic and foreign operators.The second chapter analyzes the FMC business marketing environment of Sichuan Unicom from the macro and micro views. The third chapter proposes Sichuan Unicom fusion business STP strategy. The fourth chapter analyzes the product and price strategy of the domestic users'communications business.The fifth chapter analyzes the definition and characteristics of brand, by analyzing China Unicom's WO brand strategy, brand marketing strategy of the FMC, citing Chengdu Unicom as some marketing activity as an example and marketing communication strategy. The sixth chapter analyzes Sichuan Unicorn's marketing channel in today, and expound the strategy of constructing urban and village marketing channel system. In the seventh chapter, throw the analysis the customer satisfaction strategy of the domestic operators to analysis the Customer Satisfaction and loyalty of FMC.The innovative of this paper is multianalysis the geographic environment of the user in Sichuan, the time factors, the relation between users and operators, the credit of users, the life circle of the family, the consuming ability, the Members'constitute, the requirement of communication, obtain the market segment, target markets, and Product Portfolio Management Strategy. Since the author level is limited, still existed many insufficienty on FMC business marketing strategy, and suffer to the space constraints, many contents can't be continuous to explored. I hope that this paper about Sichuan Unicom and even China Unicom and other operators to fuse of enlightenment and business marketing strategy have referenced. In order to promote and make contribution to the development of China's telecom market prosperity.