The Study On ICT Business Marketing Strategy Of Liaoning Unicom

Facing fierce competition in the telecommunications market and the continued decline in traditional business revenues, telecom operators have put in looking for new business growth points, to change as "integrated information service provider". In order to aehieve the goal of strategic restructuring, Liaoning Unicom promotes the ICT one-stop service including system integration, software development, IT outsourcing, consulting services and other services, taking advantage of customer relationship and basic telecommunications business. In2008, Liaoning Unicom ICT business income accounted for4%. ICT Business has become a new growth point of revenue and profit in Liaoning Unicom. As other telecom operators, system integrators, software developers, IT consulting companies have set foot in the field, ICT business market competition becomes very intense. How to enhance the advantages of regional leading operator, improve ICT business competitiveness, increase ICT business income has became difficult challenge that Liaoning Unicom is facing.In this paper, on the basis of the current situation, characteristics and developments of ICT business in Liaoning Unicom, the author sums up the opportunities and threats, according to external environment analysis, aspects as macroeconomic environment, both domestic and foreign telecommunications operators’s ICT development, ICT market demand and competitive environment. Then, the author carrying out internal environmental analysis, by means of organizational structure, human resources, operational supporting capacity of ICT, marketing capacity and financial capacity, points out the advantages and disadvantages of the company. Thirdly, the author subdivides market, targets market and determines the ICT business market position. On this basis, the author makes ICT business marketing strategies. Liaoning Unicom should take full advantage of both fixed and mobile business to carry out product mix strategies, improve service quality to create ICT business brand and set flexible pricing strategies of different clients, combined with user demand characteristics. Liaoning Unicom should improve the existing channels and expand the external channels, at the same time, perform a variety of promotions by choosing the appropriate mix of media and publicity approaches. Finally, the author proposes a number of supporting and controlling measures of ICT marketing strategy.In this paper, the author does internal and external environmental analysis and proposes marketing strategy by the product, price, channel, promotion. But how to establish ICT business services, processes and other issues remains to be further studied.