Dissertation
Dissertation > Economic > Posts and Telecommunications economic > Telecommunications > Telecommunications business organization and management > Phone company > Telephone service

Research on 3G Marketing Strategy of Jining Unicom

Author ZhangNing
Tutor QiGuiJie
School Shandong University
Course Business Administration
Keywords Jining Unicom 3G marketing strategy channels
CLC F626.12
Type Master's thesis
Year 2011
Downloads 116
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As a city-level branch of China Unicom, Jining Unicom is merged with Jining Netcom that possesses extensive resources. However, it is also faced several problem such as the reduction of fixed-line customers, broadband ARPU declined and increased slowly of movement. Therefore, the available of 3G license brings new opportunities to Jining Unicom. China Unicom has disadvantages compared with other corporations. Therefore, more attention should be paid to how to tailor 3G marketing strategies, how to extend the 3G client base and how to succeed in the intensive competition that is expected to establish lead position of our corporation in 3G marketing. Additional study is also proposed to the main contents that is an investigation of design and implementation of 3G marketing strategy.This paper conducts an analysis of current circumstance of Jining Unicom on a basis of marketing theory, principles and methods relevant. We propose an explicit investigation by using SWOT to analyze the form of 3G marketing in Jining Unicom and clearly summarize six marketing strategies such as high-brand marketing, customer-based marketing and expanding marketing channels. As the complexity of the marketing process, we additionally propose two key and three measures of implementation of 3G marketing strategies.This paper proposes a series of strategies and approaches of the development of Jining Unicom based on analysis of 3G marketing strategy. This study summarizes reasonable approaches for the development of 3G marketing and contributes to the enhancement of overall strength of Jining Unicom’s 3G and the improvement of market share.

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