Study Of The 3G Development Strategy For The Jilin Mobile Communication Company

In the 21st century, with the rapid development of China's communications industry, the mobile communication market is undergoing enormous changes. The JiLin mobile communication corporation is confronted with unprecedented opportunities and challenges in its endeavor to develop the"3G". How to make use of its advantages, studying and working out its development strategies so as to survive and develop in the keen competitions of the mobile communications markets which becomes an urgent issue to be solved by the JiLin mobile corporation.This article concludes the following contents :The first chapter is the background and significance of the theme and content of my article .The second chapter is begin with the current conditions of the basic conduct , through analyzing the experience and lesson of the Europe /American and Japan / south Korea merchants, then draw profitable message for our nation's mobile corporation development in 3G, thus we can make preparation for JiLin mobile to work out strategy of 3G's development.The third chapter analyses the market environment. At first, we should analyze the outside macroscopic environment confronted with the JiLin mobile's 3G development. It contains the analysis of political environment, social environment, economics environment and technology environment.Then in the second part, it analyses the development of the mobile communication of China's market situation, it includes the current development of China's mobile communication market, the characteristic of China's mobile communication market's development, and forecasts the tendency of China's 3G mobile communication market. In the third part, it analyses the competition structure of the mobile's field in JiLin Province. By the analysis of market competition, in JiLin Province, the structure of competition is among JiLin mobile, JiLin union, China telecom, China net communication and some abroad operation business. By the SWOT analysis of JiLin mobile facing the 3G, JiLin mobile obviously takes advantage in the experience in operation, enormous finance and the aspect in customer foundation, and it also exists inferior situation in the mature of 3G technology, the cost of network construction and the aspect of cooperating with SP. It provides the opportunity for the 3G opened business in the ability of making use of the finance, the network overlay and the customer foundation. Simultaneously, it also faces the threat on other latent 3G companies and the national telecommunication policy tilts.Through the marketing segmentation and analysis of 3G services in JiLin Province, chapter four suggests the target market should focus on the mid level and high level customers as well as those who are interested in 3G and those who are in demand of such service, especially the current high level customers. JiLin mobile company should adopt two strategies in the 3G market competition, one is providing the sound service with low price, meeting the basic needs of the low level customers as much as possible; the other strategy is the further exhumation customer need in the mature market. At the time of increasing the consumption of customers'sound service, make use of the advantages of 3G bandwidth to provide the customers with characteristic and diverse data business in order to meet the need of the higher level customers to information based service.The development of a enterprise depends on its strategy, chapter five puts forward a series of specific strategies of 3G service in JiLin Province on the basis of analysis on environment and market, these include: strategies of expansion, competition, brand, price and service. In the strategy of lead competition, JiLin mobile company takes strategy of advanced in costs in the new emerged market, while in the mature market it carries out variation tactic, in which the variation in data business is the central part. In the strategy of brand, it adopts continuous brand plan, and pays more attention to introduce the customer a new connotation includes up-gradation and communication. Through this, it can gain more customers successfully and create inventive image. In the strategy of price,"competition and cooperation"tactic are used. This tactic is composed of several aspects, such as strengthening the price variation in different brands, planning flexible types of business policy and intensifying the communications between the operators. In the strategy of service, it switches from competition orientation to customer orientation, as well as enforces the research on the customer service. Further more, it carries out various and attentive service in the aspects of the service contents, means and ways on the basis of complying with the value principles.Chapter six talks about risks that JiLin 3G has to face including market risks, financial risks, managing risks and talent risks, some strategies to avoid such risks are also mentioned. It contains: First, JiLin mobile company should make sure if the customers can accept such service; second, it should make segmentation for the customers; third, some diversified service should be put forward; fourth, providing good final systems; fifth, funds should be used reasonably; sixth, paying attention to the storage of talented persons. The importance of 3G environment creating is mentioned at the end of this chapter.The purpose of this paper is to study the developing strategy of 3G business in JiLin mobile communication from the strategy level, the viewpoint discussed in this paper will give a positive guidance and have a important influence on the development of 3G in JiLin mobile communication.