Research On Operations Management Of China Unicom For Corporate Customers

With China’s entry into WTO and the telecommunications market gradually opening to foreign investment, domestic carriers has been challenged by international advanced service model and service level. After the restructuring of China telecommunication industry, China Unicom become a leading telecom carrier within the 2G/3G mobile service, fixed line and broadband services etc.In the perspective of CU(China Unicom) development strategy, the Corporate Customer Business is becoming more important as one of the most important profit growth point increasingly. Analyze the characteristics of Corporate Customer, the business models of Corporate Customer have more different than the public customer, which resulted in pre-sales, sales and post-sales process can not effectively reuse the public clients business processes. So we have to replanning to meet needs of Corporate Customer development.In early 2010, after a new reorganization of CU, the form of SBU of the Corporate Customer has been done. The management culture can be summarized as "unified management, centralized control, transparent operation". In five levels marketing service system which including Headquarter, Provinces, Cities, Counties and the Grid, CU can be centralized management the business of Corporate Customer. Through top-down authorization, approval, examination, CU is strong more centralized control efforts on levels, to ensure headquarter’s management policy implmented. Finally, help the decision-markers to achieve transparent insight into business state.However, there are some issues the following:Corporate customer information:it can not be the formation of a unified view that effectively be analyzed, the contrast of customer attribute information between the Corporate and the Public is remarkable, customer information is difficult to maintain a unified, cross-domain shared; customer data accuracy, coverage also needs further improvement.Account manager:the lack of sales team performance examination system to quantify the business management, lack of IT support, performance evaluation supported by the lack of quantitative data. Product Management:Corporate Product include fixed line, broadband, mobile, data lines and other all-service, is more complex than the public one. Unified product lifecycle management tools is weak, the product catalog, code no unified management, resulted in analysis. Experience can not be shared.Services marketing management:according to corporate customer’s "one by one" of the operational characteristics, not forming effective marketing management process. The end to end service offer and service care process should be shaped. Some functions such as one-point offer, multi-point service, are lost. Some process such as multi-level sales opportunities, cooperative sales activities, are split. It cannot improve customer satisfaction.This paper focuses on macro and micro, strategic and processes, comprehensive study of the customers of CU Corporate’s marketing strategy business development, product offer system, marketing segmentation, marketing strategy and services marketing management processes. Based on characteristics of CU, we stress on the design of the processes on the customer segmentation, product development and marketing management.Finally, it is concluded that China Unicom should seize the favorable opportunity in the 3G all-business operations, accelerate the development in the corporate customer business market, and be a winner in future telecomunication market.