Marketing Performance and Marketing Communication Analysis of China Unicom Anhui Anqing Branch
Xiao, Han (2010)
Savonia-ammattikorkeakoulu
2010
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2010060711592
https://urn.fi/URN:NBN:fi:amk-2010060711592
Tiivistelmä
China Unicom Group Anhui Co., Ltd. Anqing Branch is a telecommunication company which provides service with competitive pricing strategies in Anqing. The main problem for the company is that the pricing strategy has not achieved the anticipated market performance and market share. The purpose of this thesis is to study the telecommunication market situation in Anqing and to figure out the exact reasons for China Unicom Group Anhui Co., Ltd. Anqing Branch’s inferiority towards its competitors and finally come up with appropriate marketing suggestions that can improve the situation.
A quantitative questionnaire research and eight in-depth qualitative interviews had been conducted by the researcher in order to get an overview of telecommunication companies in Anqing and a collective list of comments and suggestions for China Unicom. The numerical data had been processed to find out customers’ preference, tendency and habits while qualitative data had been analyzed to induct possible reasons for identifying present market situation and problematic issues exist in China Unicom’s operation.
After the theoretical review and data analyzing of both quantitative and qualitative researches, the researcher was able to induct reasons for China Unicom’s inferiority in Anqing market into six major problems from both internal incompetence aspect and external competitive situation aspect. Marketing suggestions that are coherent to the internal and external reasons had been made. Only by solving problematic issues and eliminating technical incompetence, can China Unicom Group Anhui Co., Ltd. Anqing Branch achieve a greater market share and better market performance.
A quantitative questionnaire research and eight in-depth qualitative interviews had been conducted by the researcher in order to get an overview of telecommunication companies in Anqing and a collective list of comments and suggestions for China Unicom. The numerical data had been processed to find out customers’ preference, tendency and habits while qualitative data had been analyzed to induct possible reasons for identifying present market situation and problematic issues exist in China Unicom’s operation.
After the theoretical review and data analyzing of both quantitative and qualitative researches, the researcher was able to induct reasons for China Unicom’s inferiority in Anqing market into six major problems from both internal incompetence aspect and external competitive situation aspect. Marketing suggestions that are coherent to the internal and external reasons had been made. Only by solving problematic issues and eliminating technical incompetence, can China Unicom Group Anhui Co., Ltd. Anqing Branch achieve a greater market share and better market performance.