Chongqing Unicom's Mobile Business Marketing Strategy Research

In this years, along with our national economy's fast development and the national western expansion strategy's implementation, Chongqing unicom communication industry's development made an unprecedented progress, the customer grew very swiftly and violently. Between the telecommunication operator competes the focal point is transforming from network resource's supplies competition to the variation product benefit demand competition, the product benefit demand's change has become the telecommunication market rapidly expand the core factor.This paper takes the existing marketing theory as the foundation, introduced the Chongqing unicom company's background, take the important to marketing present situations, such as marketing idea, marketing organization, marketing personnel, marketing combination, according to the above discovers its product benefit demand, the product, the price, the channel, to promote sales the insufficiency which in various essential factors exists. The author satisfies the customer product benefit demand to take the starting point, carries on the analysis to Chongqing unicom company's marketing environment and the user's needs, and has discovered the corporate growth opportunity, the threat, the superiority and the inferiority using the SWOT model, summarizes expands unceasingly along with the mobile communication market demand, it pays attention to product important benefits ,such as price, function and brand to the customer carries on the accurate recognition. Based on this from the age, the income, the sub-brand three dimensions carries on the market to subdivide, determined according to Chongqing unicom strength and the market characteristic enterprise's target market, carries on the variation product localization in the target market to its existing brand, formulates Chongqing unicom company's product strategy, the price strategy, the channel strategy, the promotion strategy with emphasis. In the product strategy aspect, three products which moves to Chongqing carries on the analysis separately; In the price strategy aspect, mainly from aspects and so on mobile communication's fixed price principle, fixed price strategy and fees strategy elaborated; In the channel strategy aspect, mainly the channel type choice which, the channel construction and the channel moves from Chongqing manages three aspects to carry on the elaboration; In the promotion strategy, mainly from aspects and so on advertisements propaganda, business promotion and public relation carries on the discussion. In order to guarantee that the above strategy the effective implementation, this article high transformation marketing idea, the adjustment marketing organizations and agencies, the consummation marketing personnel mechanism and so on several aspects put forward the marketing strategy implementation proposal.It has analyzed the product benefit demand which through the research Chongqing unicom, has been clear about the target market, proposed the corresponding marketing combined strategy and the implementation suggested that will have certain reference value to the future Chongqing unicom company marketing level's enhancement.