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1、联通公司营销方略研究摘 要“提速降费”是今年全社会关注的热门话题，也是通信行业工作的重中之重。4月14日，李克强总理规定“提网速、降网费”，5月13日，国务院常务会议拟定加快建设高速宽带网络增进提速降费的措施，5月15日，三大运营商迅速响应推出“提速降费”的具体举措和时间表。从工信部日前发布的上半年通信行业发展记录数据来看，“提速降费”已产生明显的效果，并且随着各项措施的逐渐贯彻，这种效果将持续显现。将来，中国联通将继续深化实行“移动宽带领先和一体化创新战略”，巩固和发明差别化服务优势，加快顾客构造、消费构造、创新领域的发展转型，推动公司实现持续迅速发展。公司将进一步加快集中统一运营，全面深化
2、营销体系、投资建设、用工分派、资源分派等重点领域改革，加快线上线下一体化进程，摸索推动重点领域专业化、市场化运营，持续增强公司发展的活力和内生动力。联通双鸭山分公司作为中国联通公司一种地市级分公司，坐落在国内北方的边陲煤城双鸭山。双鸭山联通宽带产品重要涉及固定宽带和联通宽带产品，其中固定宽带涉及一般宽带产品、集团专线产品以及互联网专用产品，联通宽带涉及WLAN上网产品、TD上网产品。一般宽带：指针对个人和家庭用途的宽带。集团专线：指针对企事业单位，发展的专网专线产品。重要高带宽宽带为主。WLAN上网产品指以CMCC无线宽带上网为主的产品，TD上网产品指MIFI等把手机信号转变成无线信号的联通宽
3、带产品目前产品比较单一，重要还是以一般固网宽带产品为主。双鸭山联通宽带目前重要有三大类市场构成：都市市场，农村市场和集团市场。由于都市人口较为集中，重要的营业厅和员工也在都市中，也是于双鸭山电信的竞争鼓励的地方。对比可以发现，联通宽带重要靠营业厅渠道的销售，占比非常高，过度依赖老式营业厅。顾客接触渠道有限，不能以最简便的方式，最迅速的渠道把宽带销售到顾客手中。营销宣传不到位，营销人员积极意识差。双鸭山宽带业务实际发展中，营销手段的匮乏在很大限度上限制了双鸭山联通的发展。分析问题产生的因素在于市场细分不够产品不能充足满足消费者的需求； “提速降费”导致联通ARPU值逐渐走低；渠道建设有待完善；公
4、司促销形式单一。鉴于此，本文一方面对联通双鸭山分公司进行了市场细分，重新进行了目的市场选择和市场定位。之后从产品、价格、渠道、促销四个方面设计了营销组合。并分别提出了分别提出了组织构造保障，管理制度保障，支撑平台保障和团队建设保障。核心词：提速降费；联通；双鸭山；营销方略；AbstractSpeed drop fee is this years hot topic of public concern, the communications industry is the most important work. April 14, Prime Minister Li Keqiang requi
5、rements put the network speed, reduce network costs, May 13, the State Council executive meeting decided to speed up measures to promote the construction of high-speed broadband speed drop charges, May 15, the three operators to respond quickly launched the speed drop fee specific measures and timet
6、ables. From the first half of the communications industry statistics recently released by the Ministry of view, Speed drop fee has produced significant results, and with the gradual implementation of the measures, this effect will continue to appear. The future, China Unicom will continue to deepen
7、the implementation of the leading mobile broadband and integrated innovation strategy, to consolidate and create differentiated service advantages, accelerate user structure, development and transformation of the consumption structure, innovation, and promote the company achieved sustained and rapid
8、 development. The company will further accelerate centralized operations, deepen marketing system, key areas of investment and construction, labor allocation, resource allocation reform, accelerate the process of integration of online and offline, to promote the exploration of key areas of specializ
9、ation, market-oriented operation, continued to improve enterprise development vitality and endogenous motivation. Shuangyashan Branch of China Unicom China Unicom as a municipal branch offices, located in northern Chinas border city of Shuangyashan coal.Shuangyashan Unicom broadband products includi
10、ng fixed broadband and Unicom broadband products, including ordinary fixed broadband broadband products, green products, and Internet Group-specific products, including WLAN Unicom broadband access products, TD Internet products. Common Broadband: Broadband refers to personal and family use. Group L
11、ine: means for enterprises, development of the private network green products. The main high-bandwidth broadband based. WLAN Internet access product refers to the CMCC wireless broadband Internet-based products, TD Internet means MIFI product, etc. to convert the phone signal into a radio signal Uni
12、com broadband products are now relatively simple products, mainly to ordinary fixed-line broadband products. Shuangyashan Unicom broadband market now constitute the three major categories: urban market, rural market and group markets. Since the urban population is more concentrated, major business o
13、ffices and employees are also cities, but also to encourage competition in telecommunications Shuangyashan place. Comparison can be found, mainly by China Unicom broadband channel sales business hall, a very high proportion of over-reliance on traditional operating room. Limited users access channel
14、s, can not be the easiest way, the fastest broadband sales channels to the hands of users. Marketing, publicity is not in place, poor sense of initiative marketing staff. Shuangyashan actual developments in broadband services, lack of marketing tools greatly limits the Shuangyashan Unicoms developme
15、nt.Causes of problems arising in that market segmentation is not enough products can not fully meet the needs of consumers; Speed drop fee cause Unicom ARPU value is gradually falling; channel construction to be perfect; promotional form a single company. In view of this, this paper Shuangyashan Bra
16、nch of China Unicom was market segmentation, re-select the target market and market positioning. After four aspects of the product, price, place, promotion, marketing mix design. And are presented separately proposed organizational structure protection, system security management, security and platform support team building protection.Keywords: Speed drop fee ; Unicom; Shuangyashan; Marketing
