China Unicom Xuzhou Branch GSM Customer Churn Problem Analysis And Countermeasure Research

Technique is the core competition ability, WCDMA of the Unicom comes out behalf of the times of 3G network. As technology has obvious advantages in the 3G era, China Unicom WCDMA has its own unique advantages and position can not be replaced. In May 2009, Lianyungang branch of China Unicom has officially put into commercial WCDMA services, after more than a year, "Wo·3G " brand has achieved good performance and growth by leaps and bounds.However, Lianyungang branch of China Unicom's business, also have some need to improve. First, the company's WCDMA business system need further improvement. Second, the 3G business of China Telecom ande China Mobile, t bring a strong competitive, so company need a comprehensive marketing strategy. Finally,3G operators in the era of the service capacity is also proposed higher service requirements, so the current market situation is an opportunity with challenges for China Unicom.For Unicom WCDMA rapid and stable development, this Article start with bmarket analysis and customer orientation, determine the target market. Then use modern marketing management theory, according to the universal law of development of the market, proposed a set of practical marketing strategies and provide a targeted strategic advice.To Lianyungang target market, the Article will be divided it into the three parts:The increasing part, The existing part, The changing part. Each part has its unique featuress, so need different treatment, are also required to adopt different marketing strategies. The stratage include three stages:Induction period,Growing period, Maturity period. In different stages, develop different marketing strategies, both the focus of each stage is varies and closely interlinked.Throughout the core of marketing strategy is based on the traditional "4P" considerations. the concrete embodiment of the the marketing network building, Preferential policies for the gradual transition,3G products to enrich and improve the pricing system, In addition, we must attach importance to service levels improving. The technical characteristics WCDMA determine its users with need more quality and fine service, good service, can also set a good business market image for the WCDMA.The specific way of apply strategies, the first is to establish channels and broaden the market, then use advertising and pricing strategies to further strengthen the market building, finally is the integration of enterprise resources. To achieve the network marketing channel,Diversification of product customization,Transparency of charges,Rationalization of promotional activities and have a stable market structure.And in the process to achieve optimal allocation of resources.