Research On Marketing Strategy Of 3G Services For Jilin Mobile Company

Jilin mobile is short for China Mobile Telecommunications Group Jilin company limited, telecom industry restructuring, China Telecom, China Mobile, China Unicom has won the 3G licence, formed of three situations. In the new 3G market competition environment, explored a new marketing strategy, mobile market share effectively increases are Jilin mobile new problems to be solved. This article is divided into four chapters, combined with the development of Jilin mobile, questionnaire survey on use of PEST analysis, SWOT analysis theory and method of analysis, from a different perspective, deep thoughts on Jilin mobile marketing in the future development direction of 3G and theory.The first chapter, describes the course of development of the domestic telecommunications market and Jilin mobile operations, details the 3G business in terms of technology, products and other content.Second chapter, main analysis has Jilin mobile faced of macro environment and competition environment competition pattern, and pointed out that has development 3G business yilai appears of main, telecom operators of recombinant, promoting has Jilin Unicom of WCDMA network and Jilin Telecom of CDMA2000 network of built, because past of experience more rich, Jilin Unicom and Jilin Telecom in full business operations Shang compared Jilin mobile more with advantage, on Jilin mobile of future will constitute huge of threat. Jilin mobile 3G business development on the outstanding issues are: Terminal problems; data and development of business services;for 3G business marketing planning. Through SWOT analysis on the situation of development of Jilin mobile 3G was informed that Jilin mobile network coverage, technology users, large and solid resources, a good brand image and economy of scale, and so has certain advantages. Its disadvantage for the mobile telecommunication industry chain is weak, TD technology is not mature, many data service deficiencies. As the telecommunications market changes in the environment and technology more established competitors, Jilin mobile is facing unprecedented pressure and threats.ChapterⅢ, by questionnaire and investigation results analysis of the issues raised, the Jilin mobile 3G market broken down into three categories: "workplace business type of consumer", "popular elements consumer types" and "mass consumption type". "Workplace business consumption type" is a rational consumer, they are not pursuing the trend, but attaches great importance to enjoy video calls, e-commerce (booking, shopping) by improving the efficiency of the new features, new technology of their network of the highest quality requirements in all groups, at the same time has a higher brand loyalty. "Pop the element type of consumer" consumption ideas of advanced, they focus on the mobile Internet and mobile phone games feature, belonging to the 3G into the market of "important user groups". "Mass consumption type" concern focuses on affordable package of tariff and entertainment (online novels and music downloads), and other common business.The fourth chapter, combining the character of 3G business to explore for Jilin mobile marketing strategies, this article from the product strategy, pricing strategy, channel strategy, marketing strategy, services marketing strategy elaborated these 5 point. First of all, 3G product design and marketing plan must focus on the following several points: 3G products designed to be user-oriented; highlights of grasping 3G; control development and introduction of 3G. Second, the Jilin mobile should fully take into account the user psychologically acceptable 3G price, consumer demand for different types of users, develop a set of differential combination business, ways to refine tariff charged for general users. Again, as a core marketing channels to their own channel to develop 3G business marketing, on the basis of the existing channels established business experience for 3G business development centre, increasing channels of cooperation in the activities of the launch of a new combined business experience. In addition, developing a promotional strategy should start with the following aspects: promotion objectives closely the historical period; according to user requirements planning marketing strategies after market segmentation. Finally, the Jilin Mobile pay full attention to quality of service, for the quality of service to provide a wide range of services for users, innovative services, provide more personalized service.We can conclude that full-text, in the competition among telecommunications companies, to accurately. The master competitor information is based on the premise of the user resources and accurate market segmentation. Market positioning is necessary to prepare for different consumer groups to develop the marketing strategy is to take. The core was the key to success, professional services marketing is one of the important magic weapon to attract users to spend .