Study Of Marketing Strategy For The "New Force" Product Of Shenyang Unicom In Colleges

The founding of China Unicom broke the monopoly of China Mobile on mobile communication market of China. As a result, the service has been vastly improved, common people really benefited a lot from it, and mobile communication market changed from monopoly to competition.Shenyang Branch of China Unicom is the affiliate of China Unicom in Shenyang. For ten years since it was set up, the business has grown by leaps and bounds, and it has become the second largest mobile communication operator in the locality. In early 2006, theheadquarters of China Unicom introduced "New Forces" ------a new nationwide uniformcustomer brand, with the intention of confronting China Mobile's M-Zone to get proper shares in juvenile market.This essay will further examine and study the campus marketing strategies of China Unicorn's product "New Forces". Based on the extensive investigation into the market, with abundant, detailed and accurate statistics, it analyses in detail the effect of external environment of Shenyang Branch of China Unicom on the company's marketing strategies, clarifies the opportunity and threat, advantages and disadvantages to the company. It also analyses and identifies the campus marketing strategies of the product "New Forces" of Shenyang Branch of China Unicom, following the launch of "New Forces" in Shenyang colleges and universities and its marketing practice, with concerning theories on marketing practice including market segmentation strategy, target market strategy and marketing mix strategy, etc. Furthermore, a plan has been drawn up in this essay for the implementation and regulation of marketing strategies to make the resources correspond with strategies, so that the marketing strategies of the product "New Forces" of Shenyang Branch of China Unicom will be constantly improved and optimized, market shares of "New Forces" raised, and the company can achieve the goal of growing bigger and stronger.