Research On Risk Management Of Chongqing Unicom Company Marketing Gridding Project

In 2008, the domestic telecommunication industries are reconstructed. Hence, Chinese mobile communication industry has the situation of “three pillars”. In the product development, China Mobile has the strongest comprehensive strength. Since the reconstruction, China Mobile has implemented a massive brand strategy, the brand effect continues to strengthen. China Telecom Crop has the advantages of fixed network business. China Unicom also has certain technical advantages, such as CDMA, but it later gradually eliminated. With the advent of 4G era, the competition among the communications market has become more and more fierce. As Midwest Unicom enterprise, the advantage of Chongqing Unicom is not obvious in the market competition. Chongqing Unicom’s last few introduced marketing grid provincial Unicom Corporation in nationwide. In the face of fierce market competition, Chongqing Unicom should speed up the marketing reform, enhance the urgency of development.In this paper, marketing grid project build by Chongqing Unicom company is the object of the research. As risk management plays an important role in project selection, project scoping and planning. This research focuses on project risk management.It Describes the theory of risk management planning, risk identification, risk assessment, risk response and monitoring and other aspects on the basis of summary of domestic and international marketing grid project management literature. In the planning stage of the project risk management, it analyses the process of information collecting and the building of the project risk management group and preparation of project risk management plan. In project risk identification stage, it analyses the process of identifying the risk factors of project planning, design, implementation, and closeout with Delphi Method. The project risk factors list includes 5 risk categories and 20 risk variables. In the project appraisal stage, it uses subjective evaluation method to assess the probability of risk, and AHP to assess the severity of risk. And finally, it gets the results of a comprehensive assessment by the assessment of the probability and severity of risk occurrence. In the risk response and monitoring stage, it summarizes the project risk response and controlling measures.The proposed risk management methods and measures of E-government project played a certain role in risk prevention and controlling of the actual Chongqing Unicom marketing grid project. The organizational process assets which were made of the tools, methods, experiences and lessons applied in the project laid the foundation for Chongqing Unicom company’s marketing grid project risk management. In addition, it provides a reference for the similar marketing grid projects’ risk management.