Study On Key Customers’marketing Strategy Of China Unicom Liaoning Branch

With the reforms of China Telecom recently years, The Telecommunication industry of China has been defined within the competition of China Unicom, China Telecom and China Mobile. Another round reform happened in2008and for the mentioned3operators got the certificate for the business of3G, thus they become the telecom operators for all the telephone communications related business. Base on the analysis on the importance of the business, key group customers are play a vital important role to the3operators, for example, Key group customers of China Unicom of Liaoning Branch, only occupied0.46%of the total customers in terms of the quantity but produced18%of the total income. We can clearly summary that how important of the Key customers to the Telecom operators, and meanwhile the customers also have the higher expectation on the personal service and valuable products and price.The thesis will base on the theory of Sales&Marketing Strategy and with the SWOT analysis, STP analysis, and4Ps theories, together with the writer’s yearly working practice and experience in the China Unicom Liaoning Branch, to find the problems and try to find the way to solve the problems. The thesis will analyze the current situation of the key customers and then come to the internal and external competitive environment, the resources of China Unicom Liaoning Branch and then draw out the conclusion of the SWOT of the China Unicom Liaoning Branch, the marketing strategy of the key customers, which include the Market Segmentation, Target market, the differentiation of the products and the marketing positioning. The Last part wills tailor-made the marketing strategy respectively from the product strategy, price strategy, promotion strategy and the channel strategy.The marketing strategy discussed in the thesis will put into practice in the key customers’ management of China Unicom Liaoning Branch and expect to enlarge the advantages among the competition and fasten the position the China Unicom Liaoning Branch.