Study On The Marketing Strategy For Rural Areas Of Henan Unicom

With the 2008 reorganization of the telecommunications industry's success, all business operations become the operator of a major issue. Since two years, subject to a variety of factors, full-service operations in rural markets has not really started. But on carrying out all business operations in rural areas, Henan Unicom has the more obvious advantages.Henan is a major agricultural province. The status of the rural market is important for the whole industry. But the rural market is different from the urban market. To achieve the transformation of the rural market development, we must start to analysis from the environment, for Thorough understanding the situation of the operator's own and the status of product competitiveness, and customer life cycle conditions, and status of the marketing mix. On this basis, the restructuring and development can be targeted.First, this paper analyzes the competitive environment of the rural market and the basic competitiveness of Henan Unicom. The use of PEST analysis tools help to have a general understanding of the macro environment. The use of SWOT analysis tools help to examine the strengths, weaknesses, opportunities and threats of Henan Unicom correctly. The use of Michael Porter's Five Forces Model help to judge Henan Unicom's own product competitiveness and profitability. Then, this paper is also studied the status of rural customers and marketing in Henan Unicom, and raised some problems. Through the research in the cycle of the customer life, we can see the clearly declining trend of mixed telephone, the big gap of 2G telephone development, the acceleration of broadband development not high enough. This conclusion is conducive to grasp the actual situation, and to provide objective evidence for the next strategy optimization. In the study of the marking mix status, based on the full analysis, the paper point out the current problems in the marketing process. And the paper show Henan Unicom should optimize the development strategy immediately in the rural market. Finally, about the optimal development strategy, the paper give a briefly describes from the pure fixed voice, fixed voice+mobile voice, voice+broadband these three categories the user needs.Through this study, I hope it can give help to Henan Unicom in the future of the development on rural market, and I also hope it will help Henan Unicom have the further enhance of the core competitiveness, and account for a market development opportunities, and earlier achieve the target of "one third of the world ".