An Optimization Research In The Marketing Strategy For TJUnicom Based-on Co-Competition

In recent years, the communication companies reform and recombine continually,China mobile, China Unicom, China Telecom become the main telecom operators ofchina, which compete in all kinds of business and in all directions. The company’score competence is the source of competitive advantage. All the industries andcompanies are trying to develop their own core competitiveness, as well ascommunication industry. As the long-historied, full-serviced integratedcommunication company, TJUnicom faces the key problem: how to hoist corecompetitiveness and adjust marketing strategy with the time changing on the basis ofco-competition idea in overall competition environment.The thesis summarizes the research results on co-competition，core competenceof company and marketing strategy home and aboard firstly, compiles concept systemadapted to communication system, constructs theoretical frame.In the research process,the thesis analyzes the fundamental state from several aspects such as integratedenvironment of communication market, competition situation and future trend. Thethesis, combined the author specific work,also analyzes the present marketenvironment of Tianjin including the future trend of Tianjin’s communicationindustry, fundamental state of all communication operators, also the developinghistory and current situation of TJUnicom, The thesis analyzes emphatically thepresent competition environment, also the problems and opportunities the TJUnicomfaced, which uses Michael Porter’s Five Forces Model and SWOT to do the analysis.On the basis of analysis conclusion, the thesis put forward a set of detailed andpractical marketing measures in fixed communication service and mobilecommunication, which combined the interrelated public policy on integration of threenetworks and Mobile Number Portability. The thesis believes that the marketingmeasures will improve the core competence of TJUnicom. Moreover, the thesis doesevaluation and arrangement on several aspects such as return of investment,construction of platform, IT support, independent innovation, which aimed to makesure that the marketing measures will be implemented successfully.