中国联通的营销策略分析

中国联通成立于1994年7月19日,它的全称为中国联合通信有限公司。它的成立打破了中国电信市场自改革开放以来的垄断局面,推动了我国电信业走向市场化。中国联通的诞生标志着我国基础电信业务领域从此引入了竞争,为促进我国电信市场的竞争、发展和繁荣我国电信产业、提高我国电信企业综合竞争能力作出了卓越的贡献。

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摘 要

近年来，随着我国改革开放的不断深入，带动社会宏观经济持续高速增长。中国通信领域的投资连年保持高速增长，且占GDP总量比例连年增加。电信业务收入几年跨越式发展。经过几轮电信体制改革，我国的移动通信市场有了突飞猛进的发展。市场竞争更加充分，资费大幅降低，服务水平显著提高。国内移动通信企业虽然继续保持了用户规模和收入的双增长，但市场竞争仍然停留在以价格和资费为主的层面上，企业的服务能力和赢利能力仍有待提高。与国外一流的跨国通信运营企业相比，我们的内部管理能力和成本控制水平还有很大差距，从电信大国到电信强国还有很长的路要走。几家电信运营企业经过几轮拆分重组，各自的竞争实力仍有显著差距，在全国范围内还未能形成全业务，均衡的竞争局面。

实现全面的营销创新，借我国通信业整合重组之机，抓住机会，促成发展，是中国联通的当务之急。本文通过对中国联通的营销策略研究，对中国联通如何改进其营销策略给出了一些自己的看法。

关键词: 中国联通 营销策略

中国联通成立于1994年7月19日,它的全称为中国联合通信有限公司。它的成立打破了中国电信市场自改革开放以来的垄断局面,推动了我国电信业走向市场化。中国联通的诞生标志着我国基础电信业务领域从此引入了竞争,为促进我国电信市场的竞争、发展和繁荣我国电信产业、提高我国电信企业综合竞争能力作出了卓越的贡献。

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Abstract

In recent years, along with our country reform and open policy unceasingly thorough, our country social macro economic sustained and rapid grow. The Chinese correspondence domain's investment successive years maintains the fast growth, and accounts for the GDP total quantity proportion successive years to increase. The telecommunication service receives several year leap frog development. After several round telecommunication organizational reform, our country's mobile communication market had the development which progresses by leaps and bounds. The market competition is fuller, the fees reduce largely, the service level obviously enhances. Although the domestic mobile communication enterprise continued to maintain the user scale and the income double growth, the market competition still pausing in by in the price and the fees primarily, enterprise's service ability and profit ability still need enhancing. Comparing with the overseas first-class transnational correspondence operation enterprise, our internal management ability and the cost control level also has the very big disparity, also has a long way to go from the telecommunication great nation to the telecommunication powerful nation. Several telecommunication operation enterprise under going several round resolution reorganization, the respective competition strength still has the remarkable disparity, around the country it has not been able to form the entire service, balance competition aspect.

Realizing the comprehensive marketing innovation, taking advantage of our country communication industry conformity reorganization opportunity, the seize on a chance, facilitating the development, is China Unicom's urgent matter. Based on the Marketing Strategy of China

Unicom, there are some my views to improve China Unicom marketing strategy .

Key words: China Unicom Marketing Strategy

中国联通成立于1994年7月19日,它的全称为中国联合通信有限公司。它的成立打破了中国电信市场自改革开放以来的垄断局面,推动了我国电信业走向市场化。中国联通的诞生标志着我国基础电信业务领域从此引入了竞争,为促进我国电信市场的竞争、发展和繁荣我国电信产业、提高我国电信企业综合竞争能力作出了卓越的贡献。

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目 录

1 绪 论 ............................................................... 1 1.1 研究意义 ......................................................... 1 1.2 中国联通企业简介 ................................................. 1 1.3中国联通发展概要 .................................................. 2 2 中国联通市场营销环境分析 ............................................ 3 2.1宏观环境 .......................................................... 3 2.1.1经济因素 ...................................................... 3 2.1.2人口因素 ...................................................... 4 2.1.3技术因素 ...................................................... 4 2.1.4政治法律 ...................................................... 5 2.2微观市场环境 ...................................................... 5 2.2.1消费者 ........................................................ 6 2.2.2竞争者 ........................................................ 7 2.3 SWOT分析 ......................................................... 8 2.3.1优势 .......................................................... 8 2.3.2劣势 .......................................................... 9 2.3.3机会 .......................................................... 9 2.3.4 威胁 ........................................................ 10 3 中国联通营销策略分析 ............................................... 11 3.1产品策略 ......................................................... 11

3.1.1 产品组合 .................................................... 11 3.1.2 品牌策略 .................................................... 12 3.2价格策略 ......................................................... 13 3.3渠道策略 ......................................................... 13 3.4促销策略 ......................................................... 15 4 未来发展建议 ..................................... …… 此处隐藏：21701字，全部文档内容请下载后查看。喜欢就下载吧 ……