Study On 3G Marketing Strategy Of China Unicom Dalian Branch

With new technology and business emerge each day, the traditional voice business represented typically by a fixed telephone services is shrinking gradually, while new business with mobile data services and broadband services as its representation is rapidly expanding its market share. Among these new operations, the third generation mobile communication services characterized by providing high-speed mobile data service, namely 3G, has become the new business income growth pole for those major operators. "Get 3G to conquer the world", with telecom operators attaches greater importance to 3G business, it will certainly become "key to the future" that lead to the sustainable development of corporate.This paper will focus on the Dalian Branch of China Unicom (hereinafter referred to as "Dalian, China Unicom") for the study. Based on its 3G marketing strategy, I will analyze problems exist and look into the causes of such problems. Through macro market environment analysis, STP analysis, strategic analysis of the marketing mix as well as other methods, problems will be identified and corresponding solutions will be proposed. This paper will be consisted of five parts:Firstly, based on a review of current 3G business marketing of Dalian, China Unicom, problems will be identified through analysis and summary. Secondly, by evaluating the external and internal environment of Dalian, China Unicom, a SWOT analysis will be applied to reveal the business environment, industry competition situation and subdivision of target market of Dalian, China Unicom. The third part focus on analyzing and summarizing the strategic decision of Dalian, China Unicom concerning 3G marketing, including customer subdivision, target user selection, product positioning and marketing development goals. In the fourth part a differentiated marketing strategy will be proposed based on product strategy, pricing strategy, promotion strategy and relationship marketing strategies. The fifth part will further discuss the measures and supporting steps to take in order to ensure the implementation of such marketing strategy. Through systematic analysis of 3G marketing strategy of Dalian China Unicom, this paper will come up with corresponding development strategies and measures, and by applying these research results to production practices, promoting its business development.