Strategy Research Shandong Unicom Data Business Marketing

China Telecom industry recombination for the third time break the previous monopolysituation，it formally established a new pattern of tripartite confrontation, that is China Unicom,China Telecom and China Mobile, leading to the competition inside the industry graduallyintensified. In the commercial background of3G network and4G network will be more mature,the mobile data business has seen rapid development. So how to manage data traffic better is thekey of the enterprise to develop better and faster. Shandong Unicom is at a competitivedisadvantage of being at a low share of the overall market，a low position in the telecom marketof the traditional data business, and it’s mobile data business is not so good as the Shandongmobile. If it wants to continue to live and grab the market, it must free its mind, examine theactual condition of the enterprise comprehensively, and find reasonable marketing strategies.To solve the main problem faced by Shandong Unicom, this paper apply the marketingtheories, use the method of comparative analysis and SWOT analysis and quantitative analysismethods and so on. The author makes a thorough and systematic analysis to find out a newmethod of data business for the current management status. First, the author analyzes the internaland external environment of Shandong Unicom, and conduct a comprehensive analysis to thebusiness environment and development of data business. Second, by using competitive posturematrix analysis method, the author analyzes all kinds of problems which exist in the marketingof the data business. And then, applying the SWOT analysis, the author examine the toughsituation in the market competition, find advantages and disadvantages, and explore the threatsand opportunities faced by Shandong Unicom, formulate the appropriate development strategy.Finally, based on the telecom industry broad market survey and compare with other operators inthe market marketing strategy, Combining with the analysis of Shandong Unicom’s ownsituation, the author gets the effective measures to manage the data business by subdividing thetarget market and refining marketing methods from4Ps+4Cs direction. There out, by doingin-depth analyses, the author work out specific marketing strategies which are suitable for thedevelopment of Shandong Unicom data business at the present stage. These strategies can helpShandong Unicom solve the present management problems; Improve data business transactions,obtain a higher market share, and give a direction for Shandong Unicom development in the nextstage.