The 3G Mobile Phone Marketing Strategy Study For The 3G Operator

3G mobile phone has been a major bottleneck in the international 3G development process. With the imminent arrival of 3G commercialization in China, how to encourage cell phone users to replace the 2G-era terminal to be as 3G users, would be the key problem for the Chinese 3G operators. 3G operator as a leader in the whole telecom industrial chain is particularly needed to intervene in 3G mobile phone marketing system and play a leading role in it. The purpose and the significance of this dissertation, is conducting a detailed analysis about the threshold of 3G mobile phone's development from a practical point of view and giving out the marketing strategies about the 3G mobile phone for the Chinese operators. It is aimed at providing some reference for solving the major development bottlenecks of 3G mobile phone in the process of 3G commercialization.The main content of this dissertation is about that, firstly giving an objective presentation of the 3G mobile terminal development profiles in the world; secondly analyzing the significance of the 3G mobile phone terminals for 3G business profoundly; thirdly researching the potential buyers of 3G mobile terminals in multi-aspects, in order to understand the potential buyers, the consumption capacity, the function demand, the price expectation and the brand preference of 3G mobile phone; then pointing out that 3G operators are facing three kinds of threshold in the 3G mobile phones marketing, including the high price, the weak function support to the new 3G business and the short supply of the 3G mobile phone; finally making out the marketing strategies of 3G mobile phone for the 3G operator based on the above analysis.The major result of this dissertation lies in pointing out the marketing strategies of 3G mobile phone for the 3G operator in an innovative perspective, which are suggesting that: the operator's customized direct marketing can simplify the production and marketing links; Providing the 3G mobile phone subsidies and the installments for the different ARPU level users can attract more potential consumers; Collaboration with the sales agents channels can enlarge the terminal sales capability. All these strategies are focus on making more users to purchase the 3G mobile phone and use the 3G services, in order to achieve a huge user scale and realize a virtuous cycle, which could promote to solve the various problems of the 3G mobile phone eventually.