Research On Marketing Strategy Of The Home Customer Business Of Anshan, Unicom

On May,24th2008, the completion of China’s telecom industry reform and reorganization indicated that our country’s telecom industry had entered a new period of development. The new China Unicom which is reorganized from China Unicom and CNC has the full service quality, and will have a bright prospect after getting WCDMA license. But there’re two problems need to be solved urgently. One is how to integrate the family markets of fixed-line and mobile operations; another one is how to defend against the competition in this industry. Anshan branch of China Unicom (Anshan Unicom) also meets the same issues after its establishment.The Paper is based on the marketing strategy theory, new market environment and competition situation after reorganization of Anshan telecom industry and the aggregation strategy of Anshan Unicom. First, to establish SWOT matrix the paper analyzed the macro-environment of Anshan Unicorn’s family services with PEST method, the industrial environment of Anshan Unicorn’s family services with Porter’s five forces Model, and the domestic environment of Anshan Unicom. Second, based on this matrix, after segmenting the family services, the paper concluded the market target for Anshan Unicom. Then, marketing strategy for Anshan Unicorn’s family services had been chosen, which included4Ps strategy, relationship marketing strategy, customer satisfaction, strategy. At last, the paper provided several safeguard measures for achieving the object of the selected marketing strategy.