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1、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，
2、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AbstractInrecentyears,alongwithourcountryreformandopenpolicyunceasinglythorough,ourcountrysocialmacroeconomicsustainedandrapidgrow.TheChinesecorr
3、espondencedomain'sinvestmentsuccessiveyearsmaintainsthefastgrowth,andaccountsfortheGDPtotalquantityproportionsuccessiveyearstoincrease.Thetelecommunicationservicereceivesseveralyearleapfrogdevelopment.Afterseveralroundtelecommunicationorganizationalreform,ourcountry'smobilecommun
4、icationmarkethadthedevelopmentwhichprogressesbyleapsandbounds.Themarketcompetitionisfuller,thefeesreducelargely,theservicelevelobviouslyenhances.Althoughthedomesticmobilecommunicationenterprisecontinuedtomaintaintheuserscaleandtheincomedoublegrowth,themarketcompetitionstillpausin
5、ginbyinthepriceandthefeesprimarily,enterprise'sserviceabilityandprofitabilitystillneedenhancing.Comparingwiththeoverseasfirst-classtransnationalcorrespondenceoperationenterprise,ourinternalmanagementabilityandthecostcontrollevelalsohastheverybigdisparity,alsohasalongwaytogofromth
6、etelecommunicationgreatnationtothetelecommunicationpowerfulnation.Severaltelecommunicationoperationenterpriseundergoingseveralroundresolutionreorganization,therespectivecompetitionstrengthstillhastheremarkabledisparity,aroundthecountryithasnotbeenabletoformtheentireservice,balanc
7、ecompetitionaspect.Realizingthecomprehensivemarketinginnovation,takingadvantageofourcountrycommunicationindustryconformityreorganizationopportunity,theseizeonachance,facilitatingthedevelopment,isChinaUnicom'surgentmatter.BasedontheMarketingStrategyofChinaUnicom,therearesomemyview
8、stoimproveChinaUnicommarketingstrategy.K
