Research On Operating Strategy Of3G Stock Customers For China Unicom In Changchun

China Unicom has achieved the transition from mobile phone operator to afull-service operator since the reconstruction of telecom enterprises’ restructuring in2009. And recently, with the continuous development and expansion of its business，the customers scale and incomes of China Unicom has also increased steadily. Butthe phenomenon of customers’ loss is increasingly serious because of thehomogenization led by full-service operating. Now, the domestic telecom operatorshave recognized that it costs much lower to maintain an old user than to develope anew customer. So they began to change managing strategies and value the oldcustomers’ retention and value increasing instead of developing new market blindly.Earlier in2013, Unicom Changchun branch had put forward its requirements ofstrengthening old customers’ quality control and stock management. However,churning remains the problem all the telecoms facing because of the unformedperfect system and managing strategy. Thus in order to bring great social andeconomic benefits to the corporation, the Unicom Changchun branch shouldintegrate the internal resources and implement the idea of stock management. Andthroughout the current situation, the most important things for Unicom Changchunbranch is how to save old customers and develop the present user value in the fiercemarket competition standing in the position of the enterprise.In this paper, the author collects, sorts up and researches the related situation of3G business of Unicom Changchun branch based on the modern managing strategy,marketing management and the related service marketing theory. Firstly, the authorintroduces the operation conditions of Unicom Changchun branch, and putsforward the existing problems of stock management by analyzing the currentdeveloping situation of3G business, product and value. Secondly, the author concludes the advantages and disadvantages of competition the3G business stockmanagement faces through SWOT analysis and the outer macro environmentanalysis of telecom industries in Changchun. Thirdly, the author summarize thecauses of stock customers losses on the characteristics analyzing of target marketwhen combining the life cycle value theory, and identify three kinds of high risk lostusers. According to the causes of customers’ lost, the author puts forward thecustomer keeping strategy from the aspects of refinedly implementing customers’life cycle maintenance strategy, enriching the products for maintenance andimplementing the coarse-to-fine strategy of the products classified by customers’demands, etc. And then the author also puts forward the value increasing strategyaimed at “Family Customer Blending”. Finally, the author puts forward thesuggestions to build the stock management systerm of Unicom Changchun branchfrom two aspects of organizational guarantee and system supporting, and thenimproves the full-service development strategy.Under the current situation, the information construction becomes an extremelyimportant work based on the rapid economic development promoted by thegovernments at all levels. As a main business of China Unicom, the development of3G business determines whether the new Unicom enterprise can enter theinternational first-class operator queue and improve their comprehensivecompetitiveness. In order to achieve the economy developing rapidly and steadily,Unicom Changchun branch should understand all factors which restrict the currentstock management, find out the solution, and dig the deeper product value byexploring the market and customers. Only in this way, can the Unicom Changchunbranch decrease the loss of customer, promote the brand effect of3G and marketscale and stimulate the business of the enterprise rapidly and thoroughly.