Marketing Strategy For China Unicom Heilongjiang Branch Group Customers

In 2008, the telecommunication industry in China carried out the third restructuring, merging from the original six operators to three ones, namely, China Mobile, China Unicom and China Telecom. With the issuance of 3G licenses, the three operators enter the era of full business operations. Along with the progress of technology, the application of 4G technology, 4G mobile phone will be able to provide high performance of the convergence of media content, so as to become a link between the new infrastructure of radio and communication.The original competition in telecommunication industry is broken, presenting in a triparties confrontation situation. The income of group customers business is always the main source of profits for the operators. Although group customers account for only 3% of all customers, their creation of income amounts to 30% of the total. Therefore, group customers become the priority for operators. It has become an important issue for operators that how to make reasonable marketing strategy in order to win competitive advantage in the market of the group customers. In this paper, as for the Group Customer Department in China Unicom Heilongjiang Branch, we summarize the existing problems and put forward the improvement of marketing strategy. It is useful for the Group Customer Department in China Unicom Heilongjiang Branch to seize market share.Initially, the present situation of marketing in the Group Customer Department in China Unicom Heilongjiang Branch is studied. Then, the existing problems are summarized. For now, the marketing strategy is limited by the products, channels, incentive mechanism, back support and personnel etc., which impedes the depth and width of group customers marketing.Moreover, with the help of SWOT analysis tool, the group customers are analyzed. We obtain the combinations of four kinds, namely, the advantages-opportunities, weaknesses-opportunities, advantages – threats and weaknesses-threat in order to develop effective and reasonable marketing strategy.Furthermore, for the existing problems, an improved marking strategy is proposed based on the 4P marketing mix strategy. According to need of the target customer, innovative or optimized products should be provided and a full range of promotions are necessary. Taking a reasonable price as prerequisite, we should strengthen the relationship marketing strategy and maintain the relationship between the operators and the customers. In particular, the market share should be gradually expanded, especially that of mobile high class customers in order to achieve the goal of occupying one third of the total market.Finally, an insurance of the improved marketing strategy is put forward as for the Group Customer Department in China Unicom Heilongjiang Branch.