Research On Integration Of Social Channel Of China Unicom AA Branch In The Era Of3G

With the new restructure and amalgamation in the telecom market, the situation of tripartite confrontation comprised of China Mobile, China Unicom and China Telecom has come into existence. Many years ago, the communication industry proposed to issue3G licenses. And the issue of such licenses by the Ministry of Industry and Information Technology, to which China Mobile, China Unicom and China Telecom have made their contributions by means of WCDMA, TD-SCDMA, and CDMA2000respectively, has become prelude to the competition of3G licenses, which has intensified the competition between operators. Under this circumstance, China Unicom, in order to take in more customers and expand its market share, has to take full advantage to both fixed and mobile network, depend on its mature industrial chins involved with the technology system of WCDMA, promote its core competition based on its previous marketing system and integrate social channels which is an important part of Chine Unicom’s marketing system and is responsible for the company’s successful expansion, meeting the need of target market, promoting product sales and gaining sustainable competitive edge. Intensive market competition and strong technological reform have made social channels more and more important in that effective service channels can both enhance marketing performance and promote customers’satisfaction and loyalty. Therefore, despite the fact that China Unicom has exploited the potential of its private channels and that social channels have been initiated, it is still of vital importance to develop them and take full advantage of them to be successful out of this intensified competition.This paper analyzes social channel of AA Unicom, puts forward effective integration plans that suits China Unicom the most, and proposes feasible implementation plans, by means of combining theoretical research and empirical research, combining data analysis and practical investigations, resorting to comparative analysis and being based on the theoretical analysis of marketing channels.This paper first describes the current situation of AA Unicom, and analyzes historical data and recent data in such aspects as the operation, the marketing channels, the development, structures and products of the social channel, incentive policies, development tendencies of business, security system of business, and marketing institutions of the social channel. Then, this paper concludes its problems of disadvantage in social channel network, unbalanced distribution of social channel network, conflict of different channels, and lack of management, and also analyzes what has caused such problems, according to the real situation of AA Unicom. Also, this paper puts forward integration plans in the perspective of social channel structure, marketing modes, incentive policies, and management measures as well as the integration goals and principles of social channel. At last, such conclusions are made that AA Unicom should adjust marketing institutions of social channels, enhance social construction, improve promotion of social channels and maintain them so as to implement the above measures effectively.