Research On The Marketing Strategy Of The Group Customers Of Ningbo Unicom

With the fourth time the telecom industry to deepen reform, the domestic telecommunicationtrade faces the keen competition environment more and more. China at presert hasthe largest size of telecommunication network and individual user's network already in the whole world. After going through traditional personal customer's keen competition of the past, the focus of the competition has gradually changed direction and fought for group's customer who has more potentiality of competition. "Will work to become an international leader in broadband communications and information service" provider China Unicorn's corporate philosophy is China Unicom Correspondence Group Company (hereafter refers to as "China Unicom group") to set up the gradual enterprise idea which the beginning proposed.It is China Unicom group commercialization operation program of action, also is to the Chinese telecommunication profession "the reform, the development, the service "the general policy implementation, the realization. After China Unicom group had been established, further will refine in this foundation has the time characteristic the enterprise idea, will eagerly anticipate China Unicom group all staff take this to shoulder provides the higher standard telecommunication service as the society the heavy responsibility.The net passes must make Chinese and the Asian and Pacific area most outstanding telecommunication operation business, must enter the world outstanding telecommunication operation business the ranks, becomes one of global most outstanding telecommunication operation business.The Ningbo Unicom passed has already set up the branch office in the entire province 12 prefectures, had an understanding world, covers the entire province " to spread across the " entire optical fiber, the entire intelligent variation high-quality goods network, take mobile,fixed Communication, Value-added services as the foundation, for Ningbo's business, the family and provided the omni-directional correspondence service personally.This essay takes the fierce contention on group's customer's business of rival of the same trade, which Ningbo Unicom are facing, as the study background, and regards actual conditions of the company and relevant materials as the opportunity. It has also combined mufti-disciplinary knowledge that are marketing studying, strategic management, management, etc. Using many kinds of methods of summing up, educing etc., this essay makes full study on how to construct group's customer's marketing tactics of Ningbo Unicom for actual significance.Firstly, this essay realizes advantage and deficiency that the company is on group's customer's business through analyzing the environment inside it. Secondly, it compares the advantages and inferiority of several powerful rivals in Ningbo communication market with the method of rival analyses, and explicates the state and position that the Ningbo Unicom is in on group's customer's business. And then based on the more segment and definition of target market, this essay proposes that the company should adopt the strategy of market leader, and has made the corresponding tactics in detail, which are products tactics, price tactics, channel tactics, promotion tactics and tactics of customer's satisfaction, hoping to have certain reference meanings to Ningbo Unicom marketing strategy and tactics.