A Study On The Mobile Sevice Marketing Strategy Of Henan Branch, China Unicom

The three national ministries announced the telecommunications restructuringprogram on May24,2008, China Unicom merged with China Netcom into the ChinaUnited Network Communications Group Co., Ltd.(Referred to as：China Unicom), whichbecomes a trully full-service telecom operators, Henan Branch, China Unicom（Referredto as：Henan Unicom) is a branch of China Unicom in Henan province. This thesisdiscusses the Henan Unicom which has rich fixed-line resources and advanced3Gnetwork, how to build and manage the efficient Mobile service marketing system, how toresponse to more intense market competition in the full business operations, how toexpand the scale and increase the market share.By using the marketing theories and methods, this paper uses Porter’s Five Forces toanalyze the competitive market environment of the communications industry in Henan,making a deep and meticulous research in Henan Unicom communication services, usingSWOT to analyze the advantages, shortcomings, opportunities and threats which exist inthe Henan Unicom, to identify the problems that exist in the marketing. On this basis, thispaper makes some mobile sevice constructive and implementive comments on the HenanUnicom.This paper breaks the past traditional routine of marketing, weakens the technicalcolor of the program, focuses on the delivering of specific market program; This thesistaps and utilizes the various resources of the centuries of Posts and Telecommunications,designs the mix marketing program of rational use of resources, provides a reference forchanging the extensive management and carrying out a structured marketing, takes themarketing strategy to match the customers, channels, and products in order to reach amutual benefit among the enterprises, channels and customers, the purpose of this paper isto walk the integration and differentiation competitive road, to provide the new ideas andthoughts of rapid and healthy development in the3G era telecommunications businessenvironment. To provide a reference case for mobile service marketing strategy,communications industry marketing strategy design and integration, to provide a reference for similar enterprises in the future mobile service marketing strategy.