Research On 3G Market Strategy Of Jilin Mobile Communication Company

The technique of mobile communication pass through five developments of stage. By changing from simulation to the figure, that has already developed the 3G now, even is technique stage of 4G. At the same time, business of mobile communication also develops the 3G,which can provide image business of the high quantity and flowing freely, from providing various business of speech and data service. The 3G business not only includes the speech business and the data business, but also includes the 3G network special business of flowing medium. the request of the 3G business to bandwidth is more and more high. The trend of amusement is obvious. The domestic mobile communication has been keep stable and high speedly development trend in last ten years. Mobile communication industry of Jilin province is just entering the mature period from the fast development period gradually. that became monopolistic compete structure by Jilin union company and Jilin mobile company, and the market competition is vehemence. Because of the insufficiency of the telecommunication profession competition and the variable of the 3G of future, it brings all new topic for 3G competition of Jilin mobile company. By five competitors analyses, there are competiting among train telecom,planet telecom, dummy operation business and abroad operation business , in addition to Jilin mobile, Jilin union, china telecom, china net communication company. Substitute of mobile communication product also results in the bigger threat to the existing mobile product. The force of consumption purchases enlarge continuously to mobile communication market. the negotiation ability of suppplier has strong or weak. Customer resources inside the profession, the income market quota, the price competition are vehemence. By the SWOT analysis of Jilin mobile facing the 3G,Jilin mobile takes advantage in experience, funds, the customer foundation aspect obviously;and exist inferior situation In the 3G technical mature, the network construction cost, cooperating SP. Make use of the ability in the finance, the network overlay and the customer foundation provide the opportunity for the 3G opened business;Also face threat on other latent 3G company and national telecommunication policy tilts. Jilin mobile company , after 3G license issued, should choose the fit opportune to carry on the 3G business, this opportune should be guarantee of the premise with the perfect network overlay, be guarantee with the ample and characteristic terminal design, be foundation with the application of 3G business, be draw on the means of the customer with reasonable fee standard. Currently Jilin province inside to the market need of the 3 G business still not obvious, but the network pressure that need of huge customers to the speech business bring, need of the huge and higher income customers to the ambulation data business, and the business innovation promoted the market need of the 3G. By fixed position of the 3G business market inside Jilin province analysis, suggest the 3G business target market fixed position of Jilin mobile company in medium, the high level customer, especially existing high level customer;initial stage in the 3G caring , over-emphasize in the group customer etc. In the 3G market competition, the Jilin mobile company must adopt two legs to walk: While providing the words sound service with the low price ,the biggest degree satisfies basic need of the low level customer. The other is the further exhumation customer need in the mature market. particularly at the time of raising the customer words sound and the words sounds to increase in value thebusiness consumption, make use of the 3G bandwidth advantage to provide for the customer characteristic and diverse data business, satisfy the need of the higher layer of customer to information-based service. The outcome of the brand competition is the secret that the business enterprise comes out the low level price competition, then the assurance of the high-quality service to consumer. Jilin mobile in brand strategic of 2G ages comparing other company, obtain the certain success. I suggest that Jilin mobile company continues former the brand strategy, which following the brand and the price structures of the 2.5G,also should build up the business sub-brand that subdivides according to the 3G market, in order to the 2G business, and other province inside company's 3G business. On strategic in the price, Jilin mobile company shouldn't adopt reducing price to increasing the quantity of sell and increasing the market quota, should according to the market need and other company's condition inside the province draw up the price marketing strategy of the 3G business. I suggest that Jilin mobile company should establish a vivid, diverse price policy, especially establishing the different business policy to different customers will be valid way of the 3G. On strategic in the channel, Jilin mobile company should change to overlay too concentrated in the past and mode of one means, On the basis of own channel being emphasis and social channel being subordinate, Company should appropriatly enlargement direct marketing channel. On strategic in the service, Jilin mobile company should have the change. Because mobile phone industry is a special service industry, it's production is mainly the network service for customer and belong to a kind of invisible product, so its service strategy is main now on customer's service department,therefore, at serve strategically, Jilin mobile company should take the organization to relocate, which change customer's service organization is cost center. for promoting the service level, company should take customer's service organization virtual profits of unit, and carry on investigating and encouraging on these grounds. Secondly, company should take the personnel to relocate and realize change from seat to customer represent. customer's service should active for the customer serves to change the mode of passiveing to receive and deliver information. Thirdly, company should expands customer's service function and increase the new service contents. finally, the way of customer's service should also have the innovation, should take to do the appropriate complement with the network customer's service.