Research On Marketing Strategies Of Jinan Unicom

As the reforming of telecommunication industry system in China in 2008, the government merged CNC (China Netcom) and China Unicom into "Unicom New Space". Consequently, Jinan CNC and Jinan Unicom are merged into "Jinan new Unicom". So the internal conditions of enterprises have changed fundamentally. With the addition of the increasingly opened competition environment of international telecommunication market, the increasingly intensified competition situation brought by transparency of information in network era and the impact brought by the worldwide financial crisis, the internal and external environment of Jinan Unicom also has changed greatly.Facing the new development environment, the original development strategy of the enterprise must be adjusted corresponding or new development strategy must be came on, so as to help executive level and manager Level do market positioning and business choosing better, integrate internal resources of enterprise better, avoid operational risk better and win the market competitiveness. On this account it is best to ensure the enterprise a correct development direction in the new environment, to carry out the effectiveness of limited resources intensively, to advance the core competitiveness of enterprise and achieve the long-term development targets.This paper illustrates the background and significance of study firstly. And then analyzes the current situation and problems of telecommunication industry in China and puts forward a viewpoint that is marketing plays a very important role to the development of enterprise facing the fierce competition. This paper uses PEST, Michael Porter's Five Forces Model and SWOT to analyze the marketing environment of Jinan Unicom from macroscopic, industrial and corporate perspectives. Then, the paper classifies the market of Jinan Unicom and works out three market segments that are mass market segment, medium-end and high-end market segment and distinct market segment. Additionally, the paper selects the target market and makes the market positioning through assessment. Next, this paper researches on the mixed marketing strategy (4P) of Jinan Unicom and formulates corresponding mixed marketing strategy to the three market segments. Finally, from three aspects that are marketing control, organic guarantee and network infrastructure, the paper analyzes the realizations of Jinan Unicorn's marketing strategy, establishes an evaluation system and realizes it by using fuzzy AHP.