The Strategical Study On Product Combination For Government-Enterprise Group Clients Of Shenyang Unicom

Among the various clients group of Shenyang Unicom, though government-enterprise group clients takes up only 0.46% of the total number of clients of Shenyang Unicom, it takes up about 15% of the total service revenue. The research purpose of this paper is hopeing to exert the advantages of product combination marketing of Shenyang Unicom, to occupy the market of government-enterprise group clients, to strengthen the adhesiveness of government-enterprise group clients and to promote the market scale, revenue scale and profit level of Shenyang Unicom. The author hopes that this paper can provide some reference for the future existence and development of Shenyang Unicom Corporation.After several times of system reformation in telecommunication enterprises in recent years, up to the beginning of this year, the market formation of China Telecom, China Mobile, China Unicom and China Satcom of "3+1" oligarch competition has come into being in the nationwide telecommunication market. With the accomplishment of reorganization of telecommunication from the end of last year to the beginning of this year and the issue of 3G licence, China Mobile, China Telecom and China Unicom have become full-service telecommunication operators. At present, the telecommunication market has formed a three-division competition formation except China Satcom for the reason of its own services. Facing government-enterprise group clients, each operator tries its best to seize this piece of cake. But this part of clients are the most particular clients at the same time, with very high requirements in individualized demands of products and in ratio of performance and price of products.This paper applies modern marketing theory,strategic management theory, marketing combination strategy theory and so on and combines with the author's working practice. By analysing the internal and external environment and competitive environment that government-enterprise group clients are facing, SWOT that Shenyang Unicom is facing comes into being. By market segmentation of government-enterprise clients and effect evaluation of present marketing strategy, this paper summarizes and plans a product combination marketing proposal, that is, a brand-new product combination marketing strategy of integrated voice VPN core products with extension products and combination products. This paper also designs guarantee measures for product combination marketing.