Marketing Strategy Analysis Of China Unicom's Mobile Communication Business

Since its establishment in1994 until the late 90s of last century, China Unicom was only one of many new comers in Chinese telecom industry and its enterprise size and strength were both limited. In 2001, China Unicom merged with the original National Telecom; in 2008, it merged with the original China Netcom again. During this short 15 years, the rapid development of China Unicom has made itself one strong competitor to China Mobile and China Telecom in the domestic telecommunication market, and rank among the world's top 500 enterprises. China Unicom has long relied on the mobile communication business, which is the main impetus to support its rapid growth.However, it has not been smooth for China Unicorn's working and operating in the mobile communication business. Since the beginning of its establishment, China Unicom chose the most advanced mobile network GSM(Global System for Mobile Communications) to head as its pillar, but because of a series of problems from capital to techniques, China Unicom has not able to obtain sufficient market share. In 2002, China Unicom began to operate network CDMA(Code Division Multiple Access) which belongs to 2G times with GSM so as to take up the lucrative high-end market but it eventually had to face with the situation of GSM network in-house competing because of poor management. After the sale of CDMA network in exchange of a large amount of cash together with getting the world's most mature WCDMA 3G license, China Unicom is faced with an opportunity to reverse the competitive situation in the mobile communication business. This article tries to provide reference and help for the future development of China Unicom's mobile communication business by summing up to reflect the operating history and experience of China Unicom in the mobile communication business, combined with the analysis of its marking strategy in recent 3G business.This article is divided into seven parts:Parts 1: Outlining the article's research background, objectives and methods.Parts 2: Market background analysis of Chinese communication industry. This chapter mainly describes the present status and development trends of global communication market, reviews the reform course of Chinese telecommunication industry and market characteristics, and prospects for the development direction of Chinese mobile communication market based on the reviews.Parts 3: Operation description of China Unicom's mobile communication business. This chapter reviews the history and current situation of China Unicom's business operation in the mobile communication market, and sums and analyzes the problems that China Unicom currently faces in the operation in the mobile communication business.Parts 4: Analysis of market strategic environment of China Unicom's mobile communication business. This Chapter analyzes the market strategic environment which China Unicom currently faces from macro and micro perspectives and determines China Unicom's resources and deficiencies through SWOT method so as to understand the opportunities and challenges it faces.Parts 5: Market positioning of China Unicom's mobile communication business. This chapter step-by-step analyzes the market segmentation ,the choosing and positioning of target customer base of China Unicom in the mobile communication business through STP theory. And it analyzes and probes into China Unicom's current brand strategy through the theory of full-service brand positioning.Parts 6: Marketing strategy analysis of China Unicom's mobile communication business. This chapter provides a detailed analysis of China Unicom's marketing strategy in mobile communication business based on 4C's theory and the theory of integrated marketing communication theory.Parts 7: Thinking and discussing on the development of mobile communication business in the new telecommunication era. Accurate market segmentation and positioning with correct and effective marketing strategy is the only way of the future development of mobile communication services and other telecommunication business.