Marketing Strategies For Fixed-line In Chinaunicom, Changsha

After the combination with China Netcom in2008, Changsha Unicom set thedevelopment of mobile3G as company’s main business direction, and did not paymuch attention on the development of the fixed network business, at the same time,there is no innovation and development on the existing fixed network business, thefixed network busines has been isolated. In the other hand, with the advantage of thefixed network, Changsha telecom constantly pull lifting the income of the mobilenetwork business, makes the Changsha Unicom feel danger. The situation makes theleadership of the Changsha Unicom realized that the importance of the fixed networkbusiness. In order to cope the competition, Changsha Unicom intergrated resources,and increase the investment of the fixed network business as well as keep on developthe3G mobile network. But still, the result is not good, the isolated fixed networkbusiness eagerly need the innovated marketing stratgy to get out the difficult situation.Based on this background, the thesis used the STP theory and the4P theory as theguidance, after the research of the analysis of the present situation of the ChangshaUnicom fixed network business marketing, and accoding to the docunment research,data anlysis and interview to disclose the marketing advantages, disadvantages,opportunities and threats in the fixed network business for the Changsha Unicom,points out the main problems and reasons in the existing marketing stratgy. Also, usethe China Telecom and AT&T fixed network business marketing experence forreference, come up with a suitable marketing plan for current fixed network businessof Changsha Unicom, that is improve from the product, price, promotion, channel andtraditional marketing stratgy, adjsut marketing staff and employee structure, improvebusiness display environment, simplification of service process, create the uniquecharacteristics in fixed network business for the Changsha Unicom.The purpose of the reaserch is provide the theoretical and practical guidance toenhance the income of the voice communication and fixed network, and improve theusers ARPU value and customer loyalty, improve the markeing competitiveness of thefixed network business for Changsha Unicom.