Marketing Strategy Of China Unicom "World Wind" Brand In Jilin Province

On the one hand, the establishment of China Unicom Limited was attributed to balance the monopolization of China Mobile in telecom industry, to promote the efficiency in resource collocation, to strengthen the competition ability of operators; on the other hand, to participate with foreign telecom company after China being a member of WTO. China Unicom, therefore, a production of telecom revolution and a new operator of telecom industry, is going to become a challenger and invader of the telecom market. China Unicom Limited of Jilin Branch Company (hereinafter called JLUC) has to face severe challenge from the beginning. According to the current situation ,the JLUC must have its own strategy on how to seize the opportunity of market, rise to the challenge and develop itself.。Based on the"Two-eight principle"which refers to the 80% profit of the company comes from the 20% client. JLUC is expected to convert from quantity intensive to benefit intensive through predominating the high-level clients in order to fulfill the self-development within the intrinsic factor of"World Wind"promotion.JLUC is able to provide not only communication services, but also information, personal services, exchanging services and application services while retaining the original GSM basic services, the existing GSM subscribers of China Unicom or other operators can have an additional choice to enjoy high-speed and attractive value-added services provided by CDMA 1X network such as GPRS, multifunctional pamphlet and etc. Meanwhile, the paper introduced the current condition of telecom market in Jilin province in which demonstrated the great differences between"GSM, GPRS"subscriber of China Mobile and"GSM, CDMA"subscriber of China Unicom. Finally, according to the Michael E.Porter's theory, the paper analyzed the current competitors of China Mobile, the potential competitor of CNC, the substitution of Little Smart, the requirement of self-development, the compressive stress of market and the advantages of CDMA and GSM networks revealed the necessity promoting of"world wind". We made a comparison between"World Wind"and"GoTone", the results shows that China Mobile has more advantages than China Unicom. It is attributed to the limitation on the technologies, and distance between the company and common clients.The core competitive ability of telecom industry comes from the conformity of the industrial chain. At the earlier stage of JLUC, the competition ability comes from advantage of technology which refers to the GSM and CDMA duel network. It played an important role on strengthening the foundation of world wind program。Adopting the strategy of optimizing the resource and brand union when we realized that it is not enough to promote the competition by technology, While, from the theory, we analyzed the concept and characteristics of core competitive ability of the company and the brand competitive ability, the result demonstrated that brand is the based on the core competitive ability, the latter is the external representation of the brand. Furthermore, we analyzed the brand image of world wind, made a comparison between former and latter ones and specifically introduced the definition and content of the brand. Finally, the assay discussed the potential market with related theory, and the professional characteristic of purposes clients, value and view on culture. The content of the"World Wind"is coherent to the value of client which demonstrated an excellence image and personalized service.According to the characteristics of the client and consumption from article, the purpose market is consisting of four submarkets. They are medium and high level client, young client, mass client and group client. Then the article tells how to promote the world wind, confirms the promoting principle, content, point of stand of the brand. At last, it provides a blueprint for the company on how to maintain the current brand from the aspectsincluding production, construction of marketing, client service, and cellular terminal in which the production and client service are the most important factors. The 3rd Generation is the trends of future telecom industry and will influence the market tremendously.