Studies On The Marketing Strategies Of Video-conferencing Products Based On China Unicom Branch Jiangshu

The rapid developments of information technology and video-conferencing technology contribute to the expansion of video-conferencing business. Meanwhile, as the economic globalization deepens, the transnational and trans-regional communications of firms, governments and some organizations result in high travelling costs and communication costs. This makes video-conferencing popular among firms and governments. Moreover, 3G, 4G and the high-speed fiber-optical network become more and more popular and the policies made by the Chinese government tend to support the development of video conference. As a result, the video-conferencing market is with high potential. However, how to capture the market is a problem that competing firms need to address. In many firms, the marketing of video conference has many problems, such as marketing is selling, which leads to the low market penetration.In this research, I am going to use Jiangsu Unicom as an example. First, I analyze the internal environment and resource of Jiangsu Unicom, introducing the company's conditions and investigating the marketing products as well the market conditions. Then, I examine the industry's competition, using Michael Port five forces model, and analyze its strength, disadvantage, opportunity and threat. Finally, I summarize the situations and the issues of Jiangsu Unicom's current marketing strategies from targeting, positioning, 4P and customer relationship.Based on these analysis, the present research tries to formulate feasible marketing strategies for Jiangsu Unicom's video-conferencing business from STP, 4P and 4R. Finally, I point out the possible challenges that Ji angsu Unicom needs to overcome and provide some useful suggestions to address the challenges.