| According to the current status of Jilin CNC, we present the market segmentation and market positioning of 3G and discuss the marketing strategy by analyzing the growth of the mobile communication market, the market demands of 3G, the consumer behavior and the product of 3G in this paper. This paper has a reference effect on directing the marketing practice of Jilin CNC and integrating kinds of resources effectively to promote the development of 3G. This paper has four chapters. Chapter 1 presents the analysis of the market situation of Jilin CNC. The external environment the telecom enterprises lie in can be summarized as following: The new technology of telecom continually has the trend of combination and mergence. The telecom market demands expand persistently. The development of the telecommunication service becomes more multivariate and individual. The telecom market grows in the direction of open, effective and multiple service competition. In such environment, Jilin CNC has the coexisting dominance and inferior position while the chances and threaten exist together. Because the capital entered the market excessively and it lead the situation that supply is greater than request and the immoderate competition, the substitutive competition between the telecom services gets more and more obvious and the emerging services have an strong heterochronous substitutive effect on the traditional services. The content mentioned above consists of the whole competition position of the telecom market. There is also drastic competition between the basic telecom enterprises in Jilin Province. And the result of competition is that the income of the traditional fixed-line enterprises increases slowly while the mobile communication enterprises develop fast and the emerging telecom enterprises grow in a high speed. By analyzing the evolution of the mobile communication technology and the development phase of the mobile communication market and combining the practical situation of Jilin CNC, we can analyze the market chances of Jilin CNC in the 3G mobile communication market as following: the subscribers sensitive to the price of the saving amount, the potential newly increasing customers and the existing PHS subscribers can all provide the market chances to develop the 3G subscribers; the differential marketing and the assembled marketing of the voice service and the data service, the combined marketing of the voice service of 3G and the fixed-line telephone will become the market chance of Jilin CNC in the aspect of services. Chapter 2 discusses the market demands and the target market analysis of 3G. The basic needs of the customers of 3G can be described as the special transfer of the information in the form of multi-media conveniently at any time and anywhere. In the special services in 3G,the audio message, the video telephone and the video message being as the extension of the traditional, convenient and communicative service become the focus services that are oriented by the customers'needs which have important strategic meaning for Jilin CNC to develop mobile communication services. The customers'behaviors of mobile communication mainly represent as following: the motivation that the customer uses mobile communication is polynary; the customer of mobile communication still mainly uses the voice service; the attention that the customers pay to is the covering of the mobile networks; the lower extreme customers show relatively low loyalty to the network; the main reason that the customer shifts the network is that the fee is a little expensive. Starting with the viewpoint of the marketing decision of the Jilin CNC, we can have the market segmentation in two levels of 3G mobile communication: strategy segmentation and tactics segmentation. Based on the understanding of the developing trend of the whole mobile communication market, the strategy segmentation refers to divide the market into several customer clusters with vivid developing direction. We can perform the strategy segmentation in 3G market with two metrics of expenditure of the telephone and the expenditure of the data service. The tactics segmentation refers to divide the market into several characterized typical markets according to the customers'character and the difference of the need. The positioning strategy of Jilin CNC in the three strategy segmentation of voice customer, data customer and higher extreme customer is shown as follows: the market positioning of voice customer is to break away from the lower extreme visualization and provide omnidirectional resolution scheme of individual and family telephone service; the market positioning of data customer should be more mature than the M-Zone while the age orientation of it should be a little older; the market positioning of the higher extreme customer is high-level service, low-pitched extension and to serve partial groups only.Chapter 3 highlights the 3G product analysis of Jilin CNC. 3G refers to the new generation mobile communication service combining the wireless communication and the multi-media communication such as the Internet . 3G has the ability of mobile communication and high-speed data transfer which is able to dealing with many kinds of media style such as voice, image, music and video stream etc and provide many services including the video telephone, mobile TV, mobile multi-media entertainment, location service and mobile Internet switchingin. There are various classification methods for 3G services. The UMTS organization gives the classification frame of 3G services from the customer's viewpoint. According to the different uses of the services, we can divide the 3G services into ten types of services like information communication, trade and location etc. Considering the customers'using attitude and purpose and the service's attribute, we can separate the 3G services into immediate service and continuous service, practical service and vogue service. Depending on the analysis of the product attribute and market segmentation of 3G, we divide the brand architecture of 3G into three levels: product brand, customer brand and service brand. The first level is product brand i.e. the whole brand of the 3G product itself. Aiming at the market segmentation of 3G, we can prepare three customer brands of voice customer, data customer and higher extreme customer in the light of strategy segmentation. The focus is to model voice customer brand and data customer brand. Jilin CNC is able to provide the omnidirectional services for the customers basing on the advantages of networks and offer competitive combination by integrating the services of three networks, then builds the competitive service brand. The services 3G can provide is very rich and we need to constitute the responding service combination aiming at special customer groups. When building the service combination, the first thing to consider is the different wants that the customer have to various services, especially the whole wants. Then, according to the type different services belong to, combining the customers'practical want, we can constitute the service combination targeting different customers. Chapter 4 illustrates the establishment and implement of the 3G sales strategy of Jilin CNC.
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