The Research On The Marketing Strategy Of Beijing Unicom Co. Ltd' Mobile E-commerce

The telecommunication industry is a fast development profession, the market prospect is broad, the product and the technology change with each new day, and the market competition pattern intensifies progressively. The domestic telecommunication operation business developmental strategy by the scale leadership to the scale benefit transformation, each local telecommunication operation business is using respective resources superiority and the customer superiority in abundance vigorously develops the increment service excavates the new profit service in the limited market scale, by faces market which the competition intensifies progressively. As a mobile operator, China Unicom Beijing branch also face the similar challenge. It is the important method of mining value added service for China Unicom Beijing branch to develop mobile e-commerce, simultaneously will mobile e-commerce also is next mobile telecommunication development major tendency. How should China Unicom Beijing bra nch use own technical superiority and the market superiority, should opportunity and challenge which brings to in external environment change, enhances strong points and avoid weaknesses formulates the migration electronic commerce marketing strategy, in intense market competition neutrality collapsing of to the defeat. The present paper regarding this research has the very important practical significance without doubt.This article first based mobile e-commerce method to describe the concept, the service characteristic as well as the marketing characteristic. And then analyses the capability of the outbound environment and inbound resource for the China Unicom Beijing branch in mobile e-commerce activity, point out the outbound & inbound advantage and problem. Based the business type and customer colony, subdivision the market; combine the China Unicom Beijing branch itself source and ability to confirm the goal market of the types of products. Based the method of marketing, combine the methods with the fact, suggested the marketing strategy for China Unicom Beijing branch in the mobile e-commerce. Including product strategy, price strategy, channel strategy and promotion strategy; and in the last half, for insure the strategy to process, the article further proposed the strategy implementation safeguard measure, causes the market competition environment which the company the marketing strategy can adapt unceasingly changes, the promotion entire marketing organization's achievement.