China Unicom Mobile Vas Marketing Strategy

Currently the mobile Internet has entered a period of rapid development, China’s total number of mobile Internet users show explosive growth. The rapid development of mobile Internet has spawned a variety of business forms, to diversify, compared with traditional front carriers charging mode, the mobile Internet business models varied, mainly advertising profitable business model, channel profitability, trading commissions, network flow. Telecom operator’s revenue still mainly comes from direct revenue to provide services to bring services to end-users, including voice, SMS, data flow. But with the emergence of a large number of free OTT (Over The Top) applications, making more and more Internet service providers to bypass traditional telecom operators to provide users with direct homogenization service. OTT (Over The Top) business broke the telecom operators’walled garden’, telecom operators no longer the policy of the Great Wall, the traditional industry boundaries disappear, the traditional telecom operators chain dominance is gradually being diluted, telecommunications operators will face a provisional become a " dumb pipe" embarrassment. In this paper, China Unicom, as the research object, based on the analysis of the mobile value-added services, focusing on aid4P marketing theory, explore product design, service pricing, marketing channels, the four aspects of marketing strategy analysis, value-added services market in China Unicom marketing strategy, while China Unicom is the face of changes in market structure, how to adjust marketing strategy to expand market share and maintain market leadership proposed solutions to help deal with China Unicom mobile Internet homogenization of competition and OTT (Over The Top) business pipeline to bring the trend.From the VAS Marketing Strategy of six parts of China Unicom mobile lines studied. The first part of the introduction, for the first article describes the background, purpose and significance of the topic, explain the content of this study, pointed out that the study methods and innovations. The second part is related to the theory and research status review comments. Describes the4P marketing mix theory and other related theories. The third part of China Unicorn’s mobile value-added services and marketing situation analysis of the problem; the first chapter of Sales Situation of China Unicom’s mobile value-added services do one overview, then for the company’s marketing problems do the relevant theoretical analysis. The fourth part analyzes of China Unicorn’s mobile value-added services marketing environment; through China Unicorn’s mobile value-added services to do a comprehensive analysis of macro and micro analysis and industry in order to achieve "Know thyself." The fifth part of China Unicorn’s value-added services STP strategy. The sixth part is China Unicom’s mobile value-added services designed marketing strategies. The seventh part is implementation of safeguard measures.The last part is the summary and outlook.