Hunan Unicom Marketing Strategy Research

In recent years, the rapid development of China's mobile communications market, after the reform and reorganization, has broken the monopoly telecommunications situation, Hunan Unicom is facing unprecedented opportunities and challenges, mainly in Hunan, China Unicom, the two aspects of Hunan Mobile. Hunan Mobile's first-mover advantage through strong market firmly occupy a favorable position, Hunan Unicom with their own technology in WCDMA and other advantages and features occupy certain market share.This paper introduces the basic situation of Hunan Unicom, followed by the use of PEST analysis, from the external macro-environment, analyzing the Hunan Unicom in which the political, economic, social and cultural environment and technological environment, and analysis of Hunan Unicom, the human resources that exist within situation, financial situation, resources and capacity conditions; also used the SWOT strategic analysis, in-depth analysis of the Hunan Unicom's strengths, weaknesses, opportunities and threats. On this basis, the proposed Hunan Unicom in the near future to achieve the overall strategic objectives. In order to achieve the strategic objectives, we design marketing strategy and implementation. These include, in improving technology and services, extensive marketing strategy, comprehensive brand building, and strategic alliances domestic manufacturers, and strive to tilt the amount of government policies, as well as Hunan Unicom create a favorable market environment for development. This study not only for Hunan Unicom, but also other domestic telecommunications business strategy research has some practical significance, studies of cross-industry business strategy has some reference.