Dissertation > Economic > Posts and Telecommunications economic > Telecommunications > Telecommunications business organization and management

Lianyungang Branch of China Unicom WCDMA Marketing Strategy

Author LiuJianJun
Tutor LiYuGang
School East China University of Science and Technology
Course Business Administration
Keywords WCDMA Market analysis Customer orientation Marketing Strategy Resource configuration
CLC F626
Type Master's thesis
Year 2011
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Technology is the core competitiveness of China Unicom WCDMA business, is to adapt to the 3G network era. Has obvious advantages in technology, in the 3G era, China Unicom WCDMA has its own unique advantages and irreplaceable. May 2009, Lianyungang Branch of China Unicom's WCDMA business has officially put into commercial operation more than a year, \But Unicom Lianyungang Branch of business, but also there are some areas of improvement. First, the company's WCDMA business systems need further improvement. Secondly, the telecommunications and mobile 3G services, the company has brought strong competition, the company needed a complete marketing strategy model. Finally, 3G era to the operator's service capabilities also put forward higher service requirements, so the current market situation is an opportunity for China Unicom can be said to accompany challenges. To Unicom WCDMA business rapid and stable development, this article from market analysis and customer orientation start to determine the target market. Then the use of modern marketing management theory, according to the universal law of development of the market presented a viable marketing strategy and provide some targeted strategic advice. For Lianyungang target market, this article will be divided into the stock market, variable market and the incremental market three customer groups, customer groups for different characteristics of different customer groups and treat them differently, the required use of different marketing strategies . From the overall perspective on marketing ideas, this article will be divided into the induction marketing, growth and maturity in three stages, develop marketing strategies in stages, each stage varies both emphases, but also a chain. Throughout the core marketing strategy is based on the traditional \In addition, we must focus on service levels. WCDMA technology must determine the characteristics of its users with better quality and fine service, warm and thoughtful service, you can establish a good business for the WCDMA market image. Implemented through specific strategies, the first is to establish channels and broaden the market, and then through advertising and pricing strategies to further strengthen the market building, the last of enterprise resource integration. Achieve network marketing channels, product customization diversification, transparency of fees, promotional activities rationalization and management model of the market structure, and in the process to achieve optimal allocation of resources.

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