| With the reform and open of China Telecommunications, by the division and recombination of China Telecommunications, the competition pattern named"5+1"has been formed in the Telecommunications market of China. Presently, the competition pattern is formed by China Mobile Communications Corporation, China United Telecommunications Corporation, China Telecommunications Corporation, China Network Communications Corporation, China Railway Communication Corporation, China Satellite Communication Corporation.There are two phases in the development of mobile communication, one is analog technology named the first generation, the other is digital technology named the second generation which is evolving into the third generation. Compared with the first generation-analog technology and the second generation-narrowband digital technology, generally, the third generation is the new one that combines wireless communication with internet multimedia communication. It can deal with many multimedia forms such as image, music, video stream, etc, and provide multiform service which includes web browse, conference call and electronic commerce, etc.From the analysis of development trend and service function which can be realized, three standards are considered well which are based on CDMA mode, i.e. CDMA2000, CDMA and TD-CDMA. The third generation is operated well abroad, the active markets are distributed over European, Japan and Korea. The development of the third generation is sped up, the network of CDMA is possibly upgraded to CDMA2000 for Jilin Unicom.The development of mobile communication is always high-speed in China. The development phase of mobile communication in Jilin province is from celerity to maturation, and the two-oligarch competition pattern is formed in Jilin Unicom and Jilin Mobile that leads to the drastic competition. Because of unabundant competition of telecommunications and uncertainty for 3G, Jilin Unicom will face a new problem. First, five-power analysis of 3G market competition for Jilin Unicom: Besides Jilin Mobile and Jilin Unicom, Jilin Telecom and Jilin Netcom are the potential incomers in the 3G market of Jilin province. Wire-line phone, personal access phone system, satellite mobile communication, digital cluster and internet protocol phone become the substitute in 3G market for Jilin Unicom. The conversion cost of customers'terminals, numbers and especial service brings that the ability to higgle is increasing. The negotiation abilities between communication equipment manufacturers and terminal equipment manufacturers are not balanceable. The competition of customer resource, income portion and price between Jilin Unicom and Jilin Mobile is drastic.Second, SWOT analysis of 3G market for Jilin Unicom: The superiority in the aspects of government support, service scope, capital strength and advanced technology is distinct. There is weakness in the aspects of market portion, beeper service scale, service quality, company impression and brand establishment. There is an opportunity in the aspects of customers'requirement brought by the healthy idea of CDMA, comparability superiority of CDMA technology, the superiority of Jilin Mobile brand being weakened and the rebuilding of 3G networks. At the same time, there is a threat in the aspects of potential incomers home or abroad and unsymmetrical control of the government.To Jilin Unicom, when marketing project is being constituted, searching the most appropriate customers in the complicated market is necessary according to the company's resource and ability. First, before Jilin Unicom makes the marketing decisions, led by brand construction and based on consumers'market, 3G market needs to be segmented into world winds which means superior customers, new power which means young customers and Ruyi communication which means general customers and new space which means industry customers by analyzing consumers'ability, age and group.Second, 3G market positioning is the multimedia service because the alternate multimedia information and communication service which is integrated by voice, image, picture and words are certainly the most acceptable forms in the 21st century. By analyzing the lifecycle of multimedia service which is in the course of entrance, growth, maturation and decay, Jilin Unicom will summarize the principle of 3G positioning. By analyzing, Jilin Unicom should adopt the target market strategy based on marketing differently, keep several subdivision markets, devise different products for each market, and concentrate on the three kinds of customers of world winds, new power and the industry customer.In the aspect of marketing combination strategy, Jilin Unicom may make decisions based on the theory of 4Ps in the Marketing.For products strategy, because there are several different characteristics from 2G, 3G service system will be spread from many centers. 3G service system is composed of individual basic communication, internet service, entertainment application and industry application which has several relevant users, namely, adult users, all users, teen-age users and business users.For price strategy, the way is not available that sales and market portion are increased by reducing price, on the way round, Jilin Unicom should make the price marketing strategy of 3G service according to the market's requirement and the operators'status in Jilin province. Jilin Unicom is advised that charge policy should be made alterably, variously, especially, the various charge policy should be different from the fixed operators and aiming to different users and service type, which is the effective way for Jilin Unicom in 3G market.For dispersive sale channel strategy, Jilin Unicom may use the method to extend 3G service by choosing the cooperators including business halls, middle manufacturers, other industry chains, mobile terminal manufacturers or self-support stores. At the same time, the existing channels should be hackled and conformed, and forwardly widen sale channels. Ultimately, the system is formed that self channels is primary, agent channels is secondary and whole staffs'marketing is combined.For promotion strategy, the most appropriate way that effective information is delivered to the target users is advertisement, public relationship and business extending. Advertisement should be stand out novel content service and the characteristics that users'individual require can be satisfied. The aim of strengthening public relationship is attracting users, confirming the information's intercommunication, altering public's misapprehension and improving image and credit. For business extending, Jilin Unicom may promote by price discount, largess and service binding. |
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