Research On The Marketing Strategy Of Shenyang United Network Communications Corporation Shenbei Branch

On May 24 in 2008,the Ministry of Industry and Information Technology of the People's Republic China, National Development and Reform Commission, Ministry of Finance joint release a announcement about deepen a reform in the telecommunication system. The six telecom operators tmerged into three companies which were close to the strength and scale.On October 15 in the same year, the former China Netcom (Group), China Unicom merged into a new company, which was named China United Network Communications Corporation. (Limited "China Unicom").January 7,2009 the Ministry of Industry and Information Technology announced to issue three 3G licenses, TD-SCDMA in China Mobile, WCDMA in China Unicom and CDMA2000 in China Telecom.,which announced that the Chinese telecommunications market would enter into 3G era.In this background, China's telecom communications industry has a new pattern formation operators. The telecom communications industry faced to new opportunities and challenges. After the reorganization of the three operators, ChinaUnicom will have the same competitive platform for business, the whole business will become increasingly competitive. How to achieve the integration of business processes, personnel restructure, how to play two fixed-mobile convergence advantages, how to avoid weaknesses to develop a marketing strategy in line with its own characteristics, will be the key issue for the new China Unicom.In this paper, the writer link with the impact of the re-integration in telecommunications' background. Under the actual situation of Shenbei branch in Shenyang China Unicom, writer use a theoretical knowledge of marketing and start from the analysis of the external environment of the company to find the opportunities and challenges currently. Also the writer make a analysis about the internal environment in the Shenbei branch to find the advantages and disadvantages compared to other telecom operators.According to the market position of target choice, we can make a marketing strategy in the new market environment of Shenbei branch. Also, to ensure the effective implementation of marketing strategy the writer put forward some corresponding safeguards.