Study Of China Unicom’s Customer Behavior Analysis And Marketing Strategy Based On Customer’s Experience

In2009, with the third completion of the reorganization of the telecommunications industry in China, three full-service telecommunications carriers, which named China Mobile, China Telecom and China Unicom, come into being. Government issued three different technical standards of the third network licenses (refer to:3G) to these companies, which marked China’s telecommunications industry has officially entered the3G era. License issued to China Mobile is based on TD-SDCMA standard, license issued to China Telecom is based on CDMA2000standard, license issued to China Unicom is based on WCDMA standard.3G license issued to China Unicom is based on the most mature and the most widely used WCDMA standard. In3G era, For China Unicom, both facing unprecedented opportunities for development, while also facing the pressure of powerful competitors, to establish customer-centered formulation of marketing strategy is particularly important.This article focused on the analysis of China Unicom’s customer behavior which based on customer’s experience, to identify problems and disadvantages that exist in current marketing strategy of China Unicom. Meanwhile, this article tried to find advisable marketing strategy and implementation of the recommendations from four aspects of product strategy, pricing strategy, channel strategy and promotion strategy.