| With the rapid development of the national economy and acceleration of informatization, considerable progress has been made in the communications industry. The mobile communications industry in particular is the most active. Mobile phones started to attract our attention 20 years ago and there are now more than 5 million mobile phone users in China in July 2007. The mobile phone is not a symbol of social status any more; it has entered the life of ordinary people and has become a part of the daily lives of most people. With the rapid increase in percentage of mobile phones, the income ratio of new businesses in personalized ring-back tone, mobile internet, etc. has been continually increasing. After analog mobile communications and second-generation GSM digital mobile communications, mobile communication is now in transition to third generation mobile communication (3G). After the world's first 3G license was issued in 2000, the construction and operation of the 3G network has been conducted rapidly in various countries and regions. 3G is not only the major focus of the operators, but is also the concern of ordinary people. The issuing of 3G license has undergone many preliminary rounds; it is only a matter of time.The key technologies of 3G are becoming mature. They provide a vast space for the development for the data business. New 3G business, such as mobile email, mobile video and mobile music, etc., will provide customers with more convenient services. Meanwhile, the introduction of 3G will change the working life and life style of the whole of society and bring a revolutionary impact to information acceleration of the government and informatization of enterprises. Therefore, 3G licence has been become an earnest wish for every operator. With the increase in the number of 3G operators, competition in the mobile communications market will become the most violent. The Heze mobile communication market will face a re-shuffling and the competition pattern of operators will be reorganized. To confront 3G, there are some very urgent and important issues for Heze Subsidiary Company (hereinafter referred to as "Heze Mobile"), Shandong Mobile Limited of China Mobile Communications Corporation, including what competitive strategy should be applied, how to control the marketing strategy, and how to turn the marketing strategy into real competitive advantages for enterprises.Starting with the domestic and international situation in communications faced by Heze Mobile, this thesis analyzed the economic environment, the current development status of the telecommunication business and the internal communications and business development of the internal operational status of Heze Mobile. Through Michael Porter's Five Forces Model analysis, this thesis identified the competition situation in 3G circumstances. With SWOT analysis, it also identified advantages and disadvantages, as well as opportunities and challenges of Heze Mobile in 3G operation. According to the company's competitive strategy, the target customer survey has been carried out to find out the composition of the current users, users' expectations for Heze Mobile and the company's further business demands. Based on them, the thesis analyzed and introduced future new 3G business, and undertook 3G market positioning analysis. Based on the situation of Heze Mobile, practicable strategy methods have been presented for 3G marketing of Heze Mobile.The success or failure of an enterprise depends on the development and implementation of its overall strategy and business strategy. In particular, the effective implementation of business strategies is the most difficult to achieve in core competitiveness of enterprises. In many enterprises, it is known how to develop strategies and how to decompose the strategies. However, this thesis focuses on the development and implementation of marketing strategies. In accordance with the competition situation faced by Heze Mobile, the thesis proposed some practical advice and implementation recommendations with more specific aspects, including channel strategy, service strategy, product pricing strategy, brand strategy, the value chain strategy, customer loyalty strategy, and promotional campaign strategy. These provide theoretical support for Heze Mobile in 3G operations, to react to different situations and be successful. |
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