Market Analyzing And Marketing Strategy Of Hubei Unicom Company

Mobile telecommunication market develops rapidly in China. Monopolization in telecom field has been broken after reformation and reconstruction. Hubei Unicom Company (HUC)faces unprecedented challenge and opportunity because of competitors, HUC, Hubei Mobile Communication Company and issue of single way charge. Hubei Mobile Communication Company occupies the NO.1, while Hubei Telecom gains favor of low end subscribers because of very low communication fee of "wireless phone". Hubei Mobile Communication Company is in the middle now. This dissertation offers a big picture of HUC. Starting with its macro environment, it analyses the company's competition situation in politics,economy,industry and technology, and investigates problems within HUC. Drawing on SWOT Strategy, this work examines the strengths, opportunities and weaknesses and threats the company is facing. Based on this analysis, three strategy goals have been set to achieve– leading in technology, services and brand, achieving a share of 40% of the market, and establishing a global first-class brand. In addition, this dissertation has provided a detailed resolution to achieving these strategy goals. It claims that with improving technology and services, HUC needs to employ more marketing strategies, work on brand establishment, and win policy favour of the government with other domestic merchants to create a healthy competition environment.Therefore, this research would even help marketing strategy research in other industries as well as the practice of HUC and other communication operators.