The Investigation Of China Uniconr’s Micro-blog Marketing Which Is Based On The4C Theory

In recent years, MB—a new kind of social media has been in a remarkable development.MB—short for micro blog, which is a platform based on the customers relationship aboutinformation sharing, spreading, and getting. The customers can build their own zones throughWEB, WEP, mobile phone, email, and some other clients. They can type in about140wordsnews or information and share with others in time. Owing to its interactivity, instantaneity andfission characteristic, it will be a new kind of platform for enterprise marketing. In foreigncountries, twitter—a kind of MB, has been a marketing tool for a long time. But in China, ithas just blow a fresh wind recently, yet a big number of companies have regarded it as a newway of marketing and do their own bland marketing pretty well. As an open application ofthe mobile internet, the fission spread of MB will generate abundant forwarding informationand outside click-through rate. To the telecommunication operator, MB is not only a new wayof brand marketing, but also even can be made profit from its rate in the social networkingplatform. Among the three biggest operators, China Unicom was the first one focus in MB.Because of the traditional way could not satisfy the need of marketing of data traffic in3rdGeneration and show the advantage of3rdgeneration band, the China Unicom opened a newchannel which is attempted to carry out the MB marketing, made the brand promotion as wellas expanded advanced customers, get the competitive advantage in a differentiation way andthen widen the gap between the other competitors.This article is divided into4chapters. The1stchapter is a introduction, which is aboutthe background, meaning and research way of this article; the2ndand3rdchapters are thebeginning part of this article which include example text. The2ndchapter describes themanagement situation of China Unicom and the internal competitive state. And also pointedout the fact that nowadays owing to the accelerating development of3rdgeneration, terminalpoint of physical operating can not resolve the marketing need of China Unicom to expandadvanced customers and raise the proportion of data traffic. The traditional marketing faced abig challenge, and was abound to use a creative way to replace it. The3rdchapter focuses ondescribing the solution made by China Unicom. Elaborating on the marketing strategy ofChina Unicom from4different aspects, and to expand how the China Unicom resolves theissue about traffic marketing and the need of advanced customers, and yet how effect is thestrategy. The4thchapter is the second part, focuses on the analysis of cases. It based on theframe of4C marketing theory, and look from four aspects: customers need, self-costs,convenience and communication, to analyze the value of MB marketing and the inspiration of this new creation. The last chapter is the conclusion.This article based on the4C marketing theory, intend to analyze the case that ChinaUnicom under the pressure of traditional marketing, how to operate the MB marketing andthus move a step ahead in the competition of3rdgeneration. It is in the hope of providing acertain reference value to the social media marketing strategy of operators.