中国联通：向综合通信和信息服务提供商迈进

　　记者 乔楠

　　自1994年成立到今天，中国联通与中国电信业一同发展，经历了改革奋进的10余载春秋。今年3月28日，对中国联通来说是一个难忘的日子，中国联通公司常小兵董事长在北京全国政协礼堂为新司标揭幕，全新的以红色为基调的中国联通品牌标识精彩亮相，标志着中国联通正以全新的、更加国际化的形象，整装待发，面向新通信时代、面向国际、面向未来。

　　Fromthecompany’sfoundation to this day, China Unicom has developed along with the Chinese telecommunication industry and experienced more than 10 years of reform. The 28 of March this year will be an unforgettable day to China Unicom, as Chang Xiaobing, the chairman of China Unicom, unveiled the new company symbol in Hall of the Chinese People's Political Consultative Conference in Beijing. Red is the key palette in the new China Unicom symbol, and its introduction signifies that China Unicom is prepared to march into the new telecommunication era, to the world, and to the future in its brand new and more internationalized image.

　　ShangBing,thepresident of China Unicom, pointed out in a speech that the “eleventh five year plan” will be important strategic opportunity for China Unicom to adapt to the situation and make chances, with the goal to fully implement the development strategy of “guided by applicability, with the core to satisfy consumer demand” in order to re-introduce the company’s brand. In the end, the company seeks to gain the mutual benefit of corporate and social values, which will eventually allow the company to strategically transform into a international first rate comprehensive telecommunication and information service provider.

　　重塑品牌，影响力深入人心

　　Rebuildthebrandfor deeper impacts

　　目前，中国联通拥有“世界风”、“Up新势力”、“如意通”和“新时空”四大品牌，这四大品牌基本涵盖了市场中各个层面的用户群体，如何让这四大品牌的口号更响亮、标志更贴切及如何将这四大品牌更好地结合在一起，相互补充、相互影响，中国联通在今年展开了多方工作。

　　CurrentlyChinaUnicomhas four major brands, including “world wind”, “up new power”, “Ruyitong” and “new era”, which basically cover most of the target groups in the market. China Unicom’s focus this year is to make the four brands more known, make the brands more in tone with customer needs and better integrate the four brands to complement and mutually influence each other.

　　“世界风”品牌是中国联通于2005年4月推出的业务品牌，“世界风”当时一经推出，即与双模手机的概念紧密联系在了一起。随着中国联通品牌战略的调整，“世界风”的内涵及外延也发生了相应的变化。“‘世界风’品牌正在由原来双模手机的业务品牌向客户品牌转变。从现在开始，‘世界风’所针对的是一个客户群体，而不是哪一种产品。它的品牌定位是尊贵、品位和自信，用户主要是社会上一些中高端的商务客户。”中国联通综合市场部李晓民副总经理告诉记者，“无论是联通的C网还是G网用户，只要每月ARPU值达到了一定的数额，就可以成为中国联通的‘世界风’用户。‘世界风’用户不仅可以享受到联通提供的专属尊贵服务，同时也可以全方位感受到联通领先的技术优势所带来的超凡业务享受。”

　　The“worldwind”brand is a business brand introduced by China Unicom in April 2005, which was tightly connected with the concept of dual-mode phone as soon as it was introduced. With the transformation of China Unicom’s brand strategy, the meaning and extension of “world wind” has been changed accordingly as well, as the brand is transforming from a dual-mode phone brand to a client brand. From now on, “world wind” is facing a specific target group instead of any product alone. The brand is positioning itself to represent taste, affluence and confidence, and its target group are mid and upper class commercial clients. Li Xiaomin, the deputy general manager of China Unicom’s comprehensive market department, states that,“it doesn’t matter if you are a user of Unicom’s C network or G network, as long as your monthly ARPU reaches a certain amount, you can become China Unicom’s “world wind” user. World wind users not only can enjoy the exclusively privileged service of Unicom, but also can comprehensively experience and enjoy the quality service brought by Unicom’s technological advantages.”

　　6月中旬，中国联通再度隆重推出全面升级的青少年客户品牌“新势力”，并宣布由当红偶像林俊杰、张韶涵出任“新势力”的品牌代言人。此次“新势力”品牌的全面升级，从品牌的名称、标识、口号及形象代言等多维角度实现品牌的全面革新，全力打造面向年轻消费群体的通信品牌新宠。这是联通启用新司标后，在品牌战略上的又一重要举措，在联通转型为“综合通信和信息服务提供商”的道路上又迈进了一步。

　　InMidJune,China Unicom re-introduced the newly upgraded youth brand “new power” among much fireworks. The company also announced that the brand will have idols JJ Lin and Angela Chang to serve as its spokesperson. The upgrade of the “new power” brand is a total renovation of the brand from many perspectives, such as the brand’s name, symbol, slogan, and spokesperson, with the goal to create a telecommunication brand that will be the new favorite of younger consumptions. This is another important measure taken by China Unicom in regard to its brand strategy after the introduction of the new symbol, and it will serve as another step in Unicom’s transition toward becoming a “comprehensive telecommunication and information service provider”.

　　中国联通在两大品牌整合工作启动之后，又相继开展了联盟活动、强化特色业务、完善服务体系等系统工作，打造和完善了品牌属性，使被赋予了新内涵的品牌深入人心。

　　Aftertheinitiationof the integration of China Unicom’s two brands, the company has also begun alliance activities, strengthening of unique services, perfecting of service systems and other activities to build and improve its brand property, allowing people to learn about and appreciate this brand that has been given new meanings.

　　精耕服务，向服务型运营商转变

　　Refiningservicestotransformation to a service operator

　　2006年，中国联通以换标为契机，加快了由“以技术为导向，以业务为中心”向“以市场为导向，以客户为中心”转型的步伐。

　　In2006,ChinaUnicom, seeing the change of its symbol as an opportunity, accelerated its pace of transformation from a company that is “guided by technologies and centers around services” to one that’s “guided by the market and centers around the customers”.

　　今年年初，中国联通全面落实

　　Atthebeginningof this year, China Unicom has implemented the “free flowing network, trustworthy services” activities required by the Ministry of Information Industry. The company, while satisfying prior commitments, has continued to improve its service qualities and is striving to achieve the three transformation in regard to service: the management transformation that shifts the focus from taking responsibilities afterwards to preventative measures beforehand; the conceptual transformation from focusing on internal requirements to focusing on customer demands; and the goal transformation from focusing solving operation dilemmas to elevating customer values.

　　针对少数SP强行定制、诱导信息等用户投诉热点问题，联通公司已制定重点强化措施，完善技术、业务、服务监督考核等主动防范措施和手段，严肃查处并坚决取缔上述违规行为。让用户按自己的意愿选择定制或退定各类业务，明明白白、自主消费。公司对发生的违规行为给用户带来的损失，依照公司规定和承诺，以用户优先原则进行核查赔付，彻底解决，保障维护消费者合法权益。

　　Facedwithproblemssuch as SP’s forced subscription and misleading information, as well as other issues that the users complaint about, Unicom has decided to focus on introducing new measures, including perfecting the supervision and review of technologies operations and services, as well as other active preventative measures and methods to investigate and stop the illegal activities mentioned above. The goal is to allow the users to select and cancel any kind of service with a clear knowledge of what’s going on. If user interests were damaged as a result of these illegal activities, the company, according to its regulations and promises, will abide by the principle of users first to investigate and compensate such cases, and the company will strive to complete solve these problems and protect the legal interest of the consumers.

　　为确保活动的顺利实施，联通将在营业厅、客服中心、客户经理和服务监督热线等各窗口严格执行首问负责制。对客户业务办理、咨询和投诉等，实行一站式服务。同时，对各服务窗口实行统一的投诉处理时限服务标准，一般投诉平均为1个工作日答复，最长不得超过3个工作日。

　　Inordertoensure the success of these activities, Unicom has enforced a strict responsibility system in its windows at operational halls and customer service centers. The system is also applied to the company’s customer managers and service supervision hotlines. Also, the company has realized one-stop service for users that includes every aspect of service, such as its handling, consultation and complaints. Furthermore, a unified time limit and service standard is applied to all venues. So far, average complaints are usually handled within a working day, while the longest doesn’t last for more than three working days.

　　加快步伐，向全球一流运营商迈进

　　Increasingthepaceof the company’s strive toward a first rate global operator

　　作为目前我国惟一一家综合性电信运营企业，中国联通的各项业务都在迅速发展。其中，数据固定网业务从1999年开始发展，国内和国际业务同时起步。作为拥有世界最大话务量VoIP网、最大可视电话网的运营商，在信息产业部、权威测试机构组织的多次评测中，中国联通公司数据业务的质量屡屡受到好评，各项国际业务也在迅猛发展中。

　　Astheonlycomprehensive telecommunication operator in China, China Unicom’s various operations are booming. Among them, the data fixed network operation began to develop in 1999 simultaneously in China and around the world. In addition, as the VoIP network carries the biggest load around the world and the biggest operator of visual telephone networks, the qualities of China Unicom’s data service has won sound reviews when they were evaluated repeatedly by the Ministry of Information Industry and other authorities. Beside domestic services, Unicom is also actively developing its international operations.

　　目前中国联通的国际网络可以连接世界各地，2005年又开通了两个方向的直达陆地光缆系统，一是北京—朝鲜，二是北京经满州里—俄罗斯，这些资源为中国与周边国家和地区在通信领域的合作发展建立了良好基础，而中国—俄罗斯—欧洲其它国家陆缆的开通，提供了亚洲至欧洲时延最短、质量最好的传输通道。目前，中国联通的国际话音业务通达世界200多个国家和地区，与数10家运营商建立了合作关系。

　　CurrentlyChinaUnicom’sinternational network can be connected to anywhere else in the world, and in 2005 the company built direct land cable systems toward two directions, one is from Beijing to North Korea, and the other is the one from Manzhouli to Russia. These resources will provide a solid foundation for the telecommunication cooperation between China and the surrounding countries and regions, and the building of the cable from China to Russia and to other European countries will provide a telecommunication route that has the shortest time delay and the best quality between Asia and European. Currently, China Unicom’s international voice service covers more than 200 countries and regions around the world, and the company is cooperating with dozens of operators globally.

　　2006年10月24日，澳门特别行政区电信管理局召开新闻发布会，正式向外界公布第三代移动通信的评标结果，其中中国联通(澳门)有限公司获得CDMA20001XEVDO移动通话网络牌照。此举标志着中国联通(澳门)有限公司在继获得本地业务经营牌照并正式开通本地业务后取得的又一次重大成功，为中国联通在澳门地区的发展奠定了基础，并创造了良好的发展空间。作为中国电信业实施“走出去”发展战略的第一步，中国联通这一步已迈得更加坚实。此外，中国联通澳门CDMA网络作为中国联通大网的延伸，3G网络的率先建设并投入商用，将可为内地的3G网络建设、运营和发展提供非常宝贵的经验。

　　OnOctober24th2006, the telecommunication bureau of Macau special administrative district hosted a news conference, where it formally announced the evaluations regarding 3G mobile telecommunication, and China Unicom (Macau) Co. Ltd was awarded the mobile telecommunication network license for CDMA 20001X EV-DO. This signifies another success for China Unicom (Macau) Co. Ltd since the reception of its local operation license and beginning of its local operation. The license will provide the foundation for China Unicom’s development in China and will create exceptional room for growth. As the first step of the Chinese telecommunication industry’s development strategy of “going out”, China Unicom is having a solid beginning. In addition, China Unicom Macau CDMA network, as an extension to the China Unicom network, will be the first to build 3G network and put it into commercial use, and it will provide value experience to the building, operation, and development of 3G networks in mainland China in the future.

　　中国联通董事长常小兵曾表示，2006年作为迈向“十一五”的起步之年，是中国联通发展模式转型见成效的关键一年，也是我国向3G演进的关键一年。今年以来，中国联通加大了市场开拓力度，加快了各项业务有效发展，CDMA业务实现了突破性发展，并切实解决了发展中的终端瓶颈问题，进一步从战略高度重视并加快了增值业务的发展。同时，有效开展了客户维系挽留等工作，全面提高服务水平，提高了客户服务感知质量。此外，中国联通还积极推进网络运维模式转型，提高网络资源利用率，强化运维管理，为构建

　　ChangXiaobing,thechairman of China Unicom, used to say that the year 2006, as the first year in the “eleventh five year plan” is a key year in seeing the effect of Unicom’s transition of its developmental model, as well as the key year in China’s development toward 3G. Since this year, China Unicom has increased its effort in developing the market and in its promotion of the effective development of its various services. The company’s CDMA service has made breakthrough developments and the company has solved the terminal dilemma that has been inhibiting the company’s growth. Furthermore, China Unicom is paying more attention to the development of value added services and has increased its effort. In addition, the company has effectively begun its effort to maintain client relationships by comprehensively enhancing the quality of the service and the customer’s perception. Also, China Unicom is actively promoting network operation model transition. Overall, the company has improved the utilization of network resources, strengthened operation management, and contributed greatly to the construction of a harmonious society.