An Study On The Marketing Strategy Of Tongchuan Unicom' Mobile Service

With the high-speed development of information industry, the establishment of China Unicom breaks the monopoly situation of mobile Communication Market after reform and reorganization of the telecom industry. China Unicom and China Mobile launched a fierce competition in Mobile Communication Market, PHS and CDMA450 makes competition more intense. Market is the core of the enterprise and, hence, improving the enterprise's marketing strategy has very important significance. This paper bases the study of Tongchuan Branch of China Unicom, bases on modem marketing theory and in accordance with the actual, designs a marketing strategy for Unicom market of Tongchuan Branch, which provides proposals for the county China Unicom Marketing System-related research.This paper summarizes the development of Mobile Communication Market and the characteristics of the development trend, uses SWOT method to analyze The internal and external environment, the challenges and opportunities of Tongchuan Branch of China Unicom, comes to the following conclusions: The current policy of Tongchuan Branch of China Unicom is not conducive to the play of Branch Effects, and plays a certain role in promoting the ill of Large inflows and outflows"; the slow development of social channels were not suited to the rapid development of mobile market. In my opinion, in the future of marketing, Tongchuan Branch of China Unicom must consolidate resources, focus on the crucial question: market segmentation, channel management, users retain and so on, persist integrated marketing, persist the construction of channel and service marketing strategy, improve the core competitive capability of enterprise, achieve rapid, healthy and sustainable development.The author proposes his own measures to the marketing strategy if Tongchuan Branch from the target market segmentation, brand publicity, strengthening social channels and accelerating work to maintain retention, which has practical significance to promote marketing work of Unicom market of Tongchuan Branch.